New sections under add to cart: +11.32% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding new sections underneath the add-to-cart button raised revenue per visitor by 11.32% and conversion rate by 14.19%. Dave Diederen shared two tests of the same layout, and the second showed a smaller, early lift. The post did not describe what the sections contained.
- Profit per visitor (primary metric): $1.11 to $1.23, +11.22%, an estimated $35,748 a month.
- Revenue per visitor: $1.62 to $1.80, +11.32%, an estimated $52,743 a month.
- Conversion rate: 1.81% to 2.06%, +14.19%, with a confidence range of +4% to +25%.
- Average order value fell 2.52% ($89.72 to $87.46). More people bought, but slightly smaller orders.
- A second test of the layout was more modest: +3.18% conversion, +6.57% revenue per visitor and +3.29% order value. It had not reached 95% confidence when shared.
The change
New content sections sit directly under the add-to-cart button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page had its original content below the add-to-cart button.
Variant
New content sections were placed directly under the add-to-cart button. Their exact content was not shared in this post.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the area right under the button is where shoppers hesitate, so answers placed there reach them at the right moment.
- the slight drop in order value hints that more first-time or single-item buyers were converted.
- the gap between the two runs suggests the effect depends on the store and its traffic.
Caveats: The section content, test dates and sample sizes were not shared. The second test was still early and below 95% confidence.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add sections answering key buying questions directly under the add-to-cart button, then more visitors will buy because their doubts are handled at the moment of decision.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Profit per visitor
- Return rate
- Who should test it
- Stores whose shoppers have clear questions before buying, about delivery, returns or results. Stores with very simple, low-price products may see less effect.
Questions
What should go under the add-to-cart button?
This test added new sections there and lifted revenue per visitor 11.32%. The post didn't list them, but placing reassurance near the button is a common reason.
Can adding content under the buy button lower order value?
Here order value dipped 2.52% while conversion rose 14.19%. Revenue per visitor still rose overall.
Will this layout work on every store?
A second run of the same layout showed smaller gains that weren't yet significant. Test it on your own traffic.
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@oliverkenyon@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen