'Add To Cart' instead of 'Add To Bag': +81.4% purchases
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsChanging the product page button from 'Add To Bag' to 'Add To Cart' lifted purchases by 81.4%.
Conversion Fanatics ran this test for an anonymized ecommerce store as part of a site redesign.
The post says the test had not yet reached a final winner, so treat the number as early.
- Purchases: up 81.4%. This was the main goal.
- Checkout page views: up 95.3%.
- Add to cart: up 22.4%.
- All figures are from a test still in progress, with no sample size given.
The change
Only the button text changes, from 'Add To Bag' to 'Add To Cart'.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The add button on the redesigned site read 'Add To Bag'.
Variant
The button read 'Add To Cart'. Nothing else on the page changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Cart' is the word most shoppers expect online, so it may have been clearer what the button did.
- 'Bag' is common on fashion sites, but shoppers on this store may not have linked it to buying.
- A lift this large from one word is unusual, and an early read on a small sample can overstate the effect.
Caveats: The post says the test had not yet reached a final winner when written, and no sample size, duration or confidence level was shared. Data is from 2015.
Who ran it
Conversion Fanatics ran this test for an anonymized ecommerce store and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we change our button text from 'Add To Bag' to 'Add To Cart', then more shoppers will add items and buy because 'cart' is the term they expect.
- Primary metric
- Purchases (conversion rate)
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Who should test it
- Stores using 'bag', 'basket' or other less common wording on the add button. If your audience is used to 'bag', as on many fashion sites, the effect may be small or none.
Questions
Is 'Add to Cart' better than 'Add to Bag'?
In this one test, 'Add To Cart' won by a wide margin.
Results depend on what your shoppers expect, so test it on your own store.
Can button text really change sales?
Yes, if the wording is unclear. But very large lifts from one word often shrink with more data, so wait for a full sample.
What else should I test on the add button?
Color and contrast against the page are common next tests.
The agency planned to test button color after this one.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen@DaveDiederen
@CROguy_