# Removing early buy buttons and sticky bar: +6% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Sticky add-to-cart bars, Add-to-cart & CTA buttons
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/delay-pdp-purchase-ctas-increase-conversion
- Page: https://liftarchive.com/test/dr-pooper-delay-pdp-purchase-ctas/

Removing the sticky add-to-cart bar and early shopping buttons, so the only purchase action came after the product education, lifted conversion rate by 6% for Dr Pooper. Blend Commerce ran the test in Intelligems on the Drain Field Cleaner product page. It reached only 76% statistical significance, well short of the usual 95%.

## Result

**+6% conversion rate**

- Conversion rate: +6%. Revenue per visitor: +5%.
- Subscription orders per visitor: +33%, and subscription revenue per visitor: +24%.
- Add-to-cart rate: +2%, checkout-begin rate: +4%.
- Desktop moved most, with conversion rate +19% and revenue per visitor +31%. Mobile conversion rate rose 4%.
- All of this sits at 76% significance, so it is encouraging but not proven.

## Control

The newly redesigned product page had a sticky price and add-to-cart bar on mobile, plus shopping buttons near the top and middle. Shoppers could buy before reading how the product works.

## Variant

The sticky bar and all early shopping buttons were removed, leaving a single purchase action at the bottom. Informational links such as 'How It Works' stayed.

## Why it likely won (our reading)

- Septic treatment is a product people need explained. Earlier tests for this client suggested shoppers converted better after reading more before seeing a price.
- Taking away shortcuts may keep people reading until they understand the value, so they arrive at the buy button more convinced.
- A more informed buyer may be more willing to commit to a subscription, which fits the 33% subscription lift.

## Caveats

The result reached only 76% statistical significance, so it could be noise. Duration and sample size were not shared.

## How to run this test

- Hypothesis: If we remove sticky and early purchase buttons so the only buy action comes after the product education, then conversion will rise because shoppers decide with a full understanding of the product.
- Primary metric: Conversion rate
- Guardrail: Scroll depth to the purchase section
- Guardrail: Revenue per visitor
- Guardrail: Mobile conversion rate
- Who should test it: Brands selling unfamiliar or technical products that need explaining before people buy. For simple, well-known products, or repeat buyers who already know what they want, removing quick buy buttons will likely hurt.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dr-pooper-delay-pdp-purchase-ctas/).
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.