# Prominent add-to-cart pop-up: +22.31% shoppers starting checkout

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Popups & email capture, Cart drawers & slide carts
- Test run by: [Us](https://liftarchive.com/practitioners/us/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/us/
- Page: https://liftarchive.com/test/e5-add-to-cart-confirmation-popup/

Replacing a small add-to-cart confirmation with a prominent pop-up raised the number of shoppers starting checkout by 22.31%. Us, a Belgian marketing agency, ran this 14-day A/B test for fashion retailer e5, and it was published as a VWO case study. Gains held through every checkout step and value per visitor rose from $1.91 to $2.32.

## Result

**+22.31% shoppers starting checkout**

- Shoppers starting checkout: +22.31%.
- Move from the first checkout step to the second: +32.57%.
- Payment step completion: +19.39%.
- Expected value per visitor: $1.91 to $2.32, an increase of $0.41.

## Control

After adding an item, shoppers saw only a small confirmation box. Session recordings showed many added items and then left without buying.

## Variant

A prominent pop-up confirmed that the item had been added to the cart and gave a clear next step.

## Why it likely won (our reading)

- The small box was easy to miss, so some shoppers may not have known the item was in their cart.
- A clear confirmation with a button turns the moment after adding into a prompt to check out.
- The pop-up keeps the cart contents simple, unlike a mini-cart where shoppers in a follow-up test removed more items.

## Caveats

The test ran for 14 days, and no sample size or confidence level was shared. A follow-up mini-cart version raised conversion but lowered average order value, so the pop-up was kept; the best button also differed by device.

## How to run this test

- Hypothesis: If we show a clear pop-up confirming the item was added to the cart, then more shoppers will start checkout because they know the add worked and see an obvious next step.
- Primary metric: Share of product page visitors starting checkout
- Guardrail: Average order value
- Guardrail: Items removed from cart
- Guardrail: Product page bounce rate
- Who should test it: Stores whose add-to-cart feedback is subtle, like a small badge or brief notice, and whose data shows people adding but not checking out. Test the pop-up's main button by device: in this case checkout worked best on mobile and cart on desktop.

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Credit: Us ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/e5-add-to-cart-confirmation-popup/).
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.