'View Shopping Bag' cart pop-up button: +8.69% revenue
Commentary byLiftArchiveOur analysis, not theirsChanging the cart pop-up button from 'Proceed To Checkout' to 'View Shopping Bag' lifted button clicks by 5% and total revenue by 8.69%.
Frette, the luxury linens brand, ran this A/B test itself.
It was published as a VWO case study.
- Clicks on the pop-up button: +5%. More shoppers took the next step out of the pop-up.
- Total revenue: +8.69%. The softer wording did not cost sales; it went with more of them.
- No sample size, test length or confidence level was shared, so treat the size of the lift with care.
The change
Only the pop-up button label changes, from checkout to viewing the bag.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Clicking the cart icon opened a pop-up that previewed the chosen items. Its button read 'Proceed To Checkout'.
Variant
Same pop-up, same items. The button now read 'View Shopping Bag', a softer next step than going straight to checkout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Luxury purchases tend to take longer to decide. 'Checkout' can feel like a commitment the shopper is not ready for yet.
- 'View Shopping Bag' promises a look, not a payment. That lowers the cost of clicking.
- Once in the full bag page, shoppers see their items in more detail, which may build confidence before paying.
Caveats: The case study gives no sample size, duration or significance. Frette made the change with the testing tool and reported the result itself.
Who ran it
Frette ran this test for Frette 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 Frette →
How to run this test on your store
- Hypothesis
- If we relabel the cart pop-up button from 'Proceed To Checkout' to 'View Shopping Bag', then more shoppers will click through and revenue will rise, because a lower-commitment step suits shoppers who are still deciding.
- Primary metric
- Revenue per visitor
- Guardrails
- Checkout starts
- Cart pop-up button clicks
- Time from add-to-cart to order
- Who should test it
- Stores with high prices or long consideration, such as luxury, furniture or gifting. Low-price, impulse stores may do better sending shoppers straight to checkout.
Questions
Should a cart pop-up send shoppers straight to checkout?
Not always. In this test, a softer 'View Shopping Bag' label beat 'Proceed To Checkout' on both clicks and revenue for a luxury brand.
Test it on your own store, since impulse buyers may prefer a direct route.
Can changing button text really move revenue?
It can when the words change what the click seems to commit the shopper to.
Frette saw an 8.69% revenue lift from a two-word change, though no sample size was shared.
What should I measure in a cart button copy test?
Use revenue per visitor or orders as the main metric.
Button clicks alone can rise without any extra sales.
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