Cleaner mobile product cards with a stronger CTA: +9.51% add-to-cart
Commentary byLiftArchiveOur analysis, not theirsA cleaner mobile product card, with clearer information and a more prominent call to action, raised the add-to-cart rate on CellBell's listing pages by 9.51%.
ConvertPolo, a VWO partner agency, ran this test for the office and gaming chair brand, and it was published as a VWO case study.
The layout and CTA changes shipped together, so the result belongs to both.
- Add-to-cart rate: up 9.51% versus the original cards.
- Revenue and order effects for this test alone were not shared.
- Sample size, test length and confidence level were not shared.
The change
The variant cards order the information clearly and make the CTA stand out.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Mobile listing cards had a weak visual hierarchy. Prices and badges were hard to spot, and the CTA was faint.
Variant
Cards used a cleaner layout with better-ordered information and a more prominent CTA.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers were finding it hard to compare chairs. A clear order of name, price and badges makes scanning quicker.
- A CTA that stands out tells shoppers they can act from the listing page.
- Because layout and CTA changed together, the share of the lift from each is unknown.
Caveats: The card layout and the CTA were changed together, so neither can take full credit. No sample size, duration or significance was shared.
Who ran it
ConvertPolo ran this test for CellBell and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we give mobile product cards a clear order of information and a more visible CTA, then more shoppers will add to cart because comparing and acting takes less effort.
- Primary metric
- Add-to-cart rate from listing pages on mobile
- Guardrails
- Orders per visitor
- Product page visits
- Cart abandonment rate
- Who should test it
- Stores where shoppers compare many similar products on listing pages. It may matter less if your cards are already clean or most visitors arrive straight on product pages.
Questions
What should a mobile product card show?
Usually the image, name, price and any key badge, in a clear order. CellBell's cleaner cards lifted add-to-cart by 9.51%.
Should listing pages have an add-to-cart button?
It can help when shoppers already know what they want.
Here a more prominent CTA was part of a bundle that raised add-to-cart.
Does a higher add-to-cart rate mean more sales?
Not always, since shoppers can still abandon the cart. Track orders and revenue too.
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