Mobile: Sticky add to bag
Background
Through previous user testing, users found it difficult to locate important key information. There is a lot of information presented to the mobile user, which makes the page very long, pushing the user further and further away from ‘Add to Basket’. Mobile traffic is a lot higher compared with desktop, accounting for 79% of the mix for new users compared with 56% for returning users.
Hypothesis
Adding an add to bag function as the user scrolls will allow the user to read and review important product information within the mobile web page and add to basket straight away, increasing ATB and site conversion.Design Changes
- On scroll show ‘ADD TO BASKET’ CTA at the bottom of the mobile screen.
- All other elements within the page will not change.
- On successful add to basket, add to basket overlay to show (as per control when adding to basket).
- Within Variation 3 - The user can select size of product from the dropdown as well as the amount from the sticky add to bag bottom bar.
Targeting
- Product Detail Pages
Test Goal
- Increase ATB
- Increase conversion
Devices
- Mobile
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Variation 3
Start: 22/03/22
End: 3/05/22
Duration: 43 days
Control Visitors: 36921
V1 Visitors: 36775
V2 Visitors: 37036
V3 Visitors: 36921
Highlights
- Including a sticky Add To Bag button within all PDPs led to an uplift across all variations, with Variation 3, which included quantity and amount options, seeing an uplift of 3.47% with 95% significance.
- This led to an increase in revenue per visitor of 3.28% and an uplift of 1.92% in transactions reaching 99% significance.
Conclusions
- The winning variation to roll out to Live was Variation 3, where the user can Add To Bag, update the quantity and the amount within the same sticky panel.
- Including a Sticky Add To Bag across Mobile increases Add To Bag rate across all variations.
- Transactions increased across Variation 3 due to the amount and quantity upgrades within the sticky Add To Bag panel.
Next Steps
- Roll out Variation 3 to LIVE
- Can we look at adding a sticky Add To Bag button within a scrollable header bar as the user scrolls on Desktop.
Unfortunately, you didn’t get it right. Variation 3 was the winner.
Winner: Variation 3
Start: 22/03/22
End: 3/05/22
Duration: 43 days
Control Visitors: 36921
V1 Visitors: 36775
V2 Visitors: 37036
V3 Visitors: 36921
Highlights
- Including a sticky Add To Bag button within all PDPs led to an uplift across all variations, with Variation 3, which included quantity and amount options, seeing an uplift of 3.47% with 95% significance.
- This led to an increase in revenue per visitor of 3.28% and an uplift of 1.92% in transactions reaching 99% significance.
Conclusions
- The winning variation to roll out to Live was Variation 3, where the user can Add To Bag, update the quantity and the amount within the same sticky panel.
- Including a Sticky Add To Bag across Mobile increases Add To Bag rate across all variations.
- Transactions increased across Variation 3 due to the amount and quantity upgrades within the sticky Add To Bag panel.
Next Steps
- Roll out Variation 3 to LIVE
- Can we look at adding a sticky Add To Bag button within a scrollable header bar as the user scrolls on Desktop.
Get a copy of the full report
You can download the full report in pdf format from the link down below.
