# Emotional subline under Add to Cart: +3% revenue per user

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Headlines, product titles & copy
- Test run by: [DRIP Agency](https://liftarchive.com/practitioners/drip-agency/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://dripagency.de/case-studies/sendafriend
- Page: https://liftarchive.com/test/drip-sendafriend-emotional-atc-subline/

Adding a short emotional line under the Add to Cart button lifted average revenue per user by 3% for SendAFriend, a plush-animal gifting brand. DRIP Agency ran the test and published it as a case study. The line tied the click to why people buy: making someone feel comforted and loved.

## Result

**+3% revenue per user**

- Average revenue per user: +3% against the plain button.
- The test ran only on product pages for items in stock.
- Significance and sample size were not shared, so treat the size of the lift with care.

## Control

In-stock product pages showed a plain Add to Cart button with no extra text around it.

## Variant

A short emotional subline sat directly under the Add to Cart button. It reminded shoppers the gift would help the recipient feel comforted and loved.

## Why it likely won (our reading)

- Gift buyers are buying a feeling for someone else. Naming that feeling at the click may keep the emotion going past the point where the page turns transactional.
- Much of SendAFriend's traffic comes from social media. These visitors arrive with emotion but little patience, so a quick reminder of the payoff may help them act.
- The subline is small and sits right at the decision point, so it adds reassurance without pushing the button down or cluttering the page.

## Caveats

Only in-stock product pages were included. DRIP Agency did not share significance, sample size or test length.

## How to run this test

- Hypothesis: If we add a short line under Add to Cart naming the emotional payoff for the recipient, then revenue per user will rise because gift buyers are reminded why they are buying at the moment they decide.
- Primary metric: Average revenue per user
- Guardrail: Add-to-cart rate
- Guardrail: Average order value
- Guardrail: Product page bounce rate
- Who should test it: Gift brands and stores where people buy for someone else or for an emotional reason. It is less likely to matter for practical, spec-driven products where the buyer cares about features, not feelings.

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Credit: DRIP Agency ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/drip-sendafriend-emotional-atc-subline/).
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.