Add-to-cart button on listing tiles: +7.2% conversion, +7.7% RPU
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding an add-to-cart button under each product tile on Giesswein's listing pages lifted conversion rate by 7.2% and revenue per user by 7.7%.
DRIP Agency ran this test for Giesswein, an Austrian premium wool footwear brand, and published it as a case study on its own site.
The button let shoppers add a product without opening the product page.
- Conversion rate: +7.2%, as reported by DRIP Agency.
- Revenue per user: +7.7%, so the extra orders did not come at the cost of order value.
- Product page visits and return rate were not shared.
The change
Browse-only tiles vs tiles with an add-to-cart button
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Listing-page tiles had no add-to-cart button. Shoppers had to open the product page to buy.
Variant
An 'In den Warenkorb' (add to cart) button sat beneath each tile, so shoppers could add items straight from the listing.
Why it likely won
Our reading of the result, not the practitioner's claim.
- It removes a full page load from the path to purchase.
- Shoppers who already know what they want, such as repeat buyers, can act at once.
- A visible button on every tile also signals that buying is quick and easy.
Caveats: DRIP Agency reported the result with no sample size, test duration, confidence level or test date. It was one of many tests in a program that began in 2020.
Who ran it
DRIP Agency ran this test for Giesswein and published the results (DRIP Agency case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on DRIP Agency →
How to run this test on your store
- Hypothesis
- If we add an add-to-cart button to each listing tile, then conversion rate will rise because ready shoppers can buy without an extra page load.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per user
- Return rate
- Wrong-size or wrong-variant orders
- Who should test it
- Stores with repeat buyers or simple products where shoppers know what they want. Products that need a size choice need a size picker on the tile too, and complex or high-consideration items may still need the product page.
Questions
Does quick add-to-cart on collection pages increase conversion?
For Giesswein it did, with a 7.2% lift in conversion rate and 7.7% in revenue per user.
It works best when shoppers do not need much detail to decide.
How does quick add work for products with sizes?
The shopper still has to pick a size, often in a small picker or pop-up on the tile.
The source does not say how Giesswein handled this.
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