Interactive benefits plus sticky add to cart: +52% conversion rate
Commentary byLiftArchiveOur analysis, not theirsMaking the product benefits section interactive and adding a sticky add-to-cart button on mobile raised add-to-cart clicks by 20.20% and ecommerce conversion rate by 52%.
ConvertPolo ran this test for hydrogen water bottle brand Evolv, and it was published as a VWO case study.
Both changes shipped together, so the lift belongs to the pair.
- Add-to-cart clicks: +20.20%.
- Ecommerce conversion rate: +52%.
- The two changes were tested as one variant, so neither can be credited alone.
The change
Interactive benefit points and a sticky add-to-cart button on mobile.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile product page had a static benefits section and an add-to-cart button that did not follow the shopper down the page.
Variant
The benefits section became interactive, with points shoppers could tap to explore each feature, and the add-to-cart button became sticky.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors on this site scrolled a lot but rarely engaged; tap-to-explore points gave them a reason to interact.
- A hydrogen water bottle needs explaining, and exploring features one at a time may make the value clearer.
- The sticky button meant the buy action was always in reach once a shopper was convinced.
Caveats: The interactive benefits and the sticky button were bundled into one variant. No sample size or duration for this test was shared; results were judged with Bayesian statistics.
Who ran it
ConvertPolo ran this test for Evolv and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we turn our mobile benefits section into tap-to-explore points and make the add-to-cart button sticky, then more shoppers will buy because they understand the product better and can act right away.
- Primary metric
- Mobile ecommerce conversion rate
- Guardrails
- Add-to-cart rate
- Page load time
- Revenue per visitor
- Who should test it
- Brands selling products with features that need explaining, on mobile-heavy traffic. If your product is simple or well known, an interactive section adds effort without much payoff.
Questions
Do interactive product features increase conversions?
They can when the product needs explaining. Here, tap-to-explore benefits plus a sticky button lifted conversion rate by 52%, but the two were tested together.
Is a sticky add-to-cart button worth testing on mobile?
Often, yes, since mobile pages are long and the button scrolls out of view.
Evolv used one in several winning tests, always alongside other changes.
What should an interactive benefits section look like?
Evolv used points shoppers could tap to explore each feature.
Keep each point short and make sure it works smoothly on small screens.
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