# Buy-on-page product card on a football landing page: +4.2% conversion

- Outcome: Flat / inconclusive
- Page type: Landing page (Ecommerce)
- Elements: Sales, urgency & limited-time offers, Product cards & quick add, Add-to-cart & CTA buttons
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/direct-purchase-added-to-a-football-landing-page/
- Page: https://liftarchive.com/test/cc-direct-purchase-added-to-a-football-landing-page/

Letting visitors buy straight from a football landing page, with new season-start urgency copy, raised conversion rate by 4.2%, a weak result we count as inconclusive. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Several changes shipped together, and across 37,549 visitors over 36 days the variant had only a 62.3% probability of being better.

## Result

**+4.2% conversion**

- Conversion rate: +4.2%, with a 62.3% probability of beating the original. Not significant, so inconclusive.
- Revenue per visitor: +4.3%, and orders: +5.4%.
- Click-through rate: -20.7%, expected since shoppers no longer needed to click away to buy.
- Bounce rate: +9.6%, a negative signal worth watching.

## Control

A football landing page that sent visitors on to another page to buy.

## Variant

Rewritten copy built urgency around the start of the football season, a product card let visitors buy on the page, and the redirect was removed.

## Why it likely came out this way (our reading)

- A shorter path to purchase removes a page load where visitors could drop off.
- Season-start urgency may have nudged fans to act now, though its effect can't be separated from the product card.
- Some visitors may have wanted to browse more options, which could explain the rise in bounce rate.

## Caveats

Copy, a product card and the removed redirect shipped together, so the result can't be credited to one change. After 36 days and 37,549 visitors it was still not significant.

## How to run this test

- Hypothesis: If we let visitors buy directly on the landing page, then conversion rate will rise because there is less friction and a shorter path to purchase.
- Primary metric: Conversion rate
- Guardrail: Bounce rate
- Guardrail: Revenue per visitor
- Who should test it: Stores sending paid or seasonal traffic to landing pages that link elsewhere to buy. Test the product card and the urgency copy separately to learn which one matters.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-direct-purchase-added-to-a-football-landing-page/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.