What counts as an add-to-cart or CTA button
This collection covers the product page Add to Cart button (its color, copy and what sits inside it), plus primary CTAs elsewhere: homepage hero buttons, collection links and the call to action in an announcement bar.
Four of the 12 tests changed the button as one part of a wider redesign.
Those can't tell you what the button alone did, and they are flagged below.
The win/loss record
11 wins, 1 loss. Practitioners tend to share what worked, so treat the record as a list of things worth testing rather than proof that button changes usually win.
Where button tests ran
- Product page: 8 tests
- Homepage: 3 tests
- Site-wide (announcement bar): 1 test
Biggest wins and their numbers
Copy inside the button
Dave Diederen ran two tests that put extra information inside the product page button.
"Add to Cart - Save 50%" lifted conversion rate +10.22%, revenue per visitor +14.41% and AOV +3.80%.
"60-Day Money-Back Guarantee" inside the button lifted conversion rate +7.48% and revenue per visitor +7.20%, with AOV unchanged.
Plain CTA copy
Dave also found that "Shop Now" beat creative homepage CTA copy such as "Explore the Collection": +4.99% conversion rate and +8.15% revenue per visitor.
Adding a "Shop Now" CTA to the announcement bar and linking it to the offer gave +14.46% conversion rate and +15.44% revenue per visitor.
More paths to the next step
Alex Stoykov added a second "Find Your Grip" button under the WedgeGuys homepage hero CTA: +6.58% revenue per visitor and +10.98% conversion rate.
Oliver Kenyon added View Collection CTAs to homepage collection sections and reported +$108,001/month.
Button color
Elevate A/B Testing ran pink against green for Say It With Diamonds.
Pink won on add-to-cart rate (11.49% vs 10.81%) and on reaching checkout (8.9% vs 8.2%) over 14 days and 11,495 visitors.
No confidence level is given, and it's the only color test here.
@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen
@elevate_ab@DaveDiederenThe test that lost
Dave Diederen added the price to the Add to Cart button and the control won: -1.98% conversion rate, -2.03% revenue per visitor and -1.75% profit per visitor after 2,000+ orders.
Dave notes it has worked for other brands, so it's a hit or miss.
Compared with the savings test, the difference is what the copy says.
A savings figure gives a reason to buy.
A price restates the cost at the moment of commitment.
Redesigns that included the button
Oliver Kenyon reported three product page redesigns where a stronger or clearer CTA was one of several changes: above-the-fold trust icons, images and reviews (+$27,000/month), simpler size selection, USPs and fewer payment options (+$36,240/month) and an image slider with clearer CTAs (+$36,772/month).
Milos's page redesign moved conversion rate from 2.1% to 3.2%. None of these isolate the button.
How to change the button on Shopify
Static button text can be edited in most themes through the theme's language or default content settings.
Dynamic copy, like a savings figure that changes by variant, needs a theme code change or an A/B testing app that can edit the product form.
How to test it on your store
- Hypothesis: adding a specific reason to buy (savings, guarantee) to the button will lift conversion rate.
- Metric: revenue per visitor, with conversion rate and AOV as checks. The price test lost on all three.
- Sample: run until you have enough orders to trust the result. Dave's losing test ran past 2,000 orders before calling it.