Quick shop on collection pages: no change in conversion rate
Test run byGrowthRockCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a quick shop button to collection pages left conversion rate unchanged for an apparel store with about 1,000 products.
GrowthRock ran this A/B test across hundreds of thousands of visitors and published it on the GrowthRock blog.
Shoppers added more items to cart, but those extra adds did not turn into orders.
- Conversion rate: no change across hundreds of thousands of visitors. Treat this as flat.
- Add-to-carts: went up with quick shop, but did not lead to more orders.
- Cart page visits: slightly lower with quick shop, though not statistically significant.
The change
The variant adds a quick shop button to each product card on listing pages.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages where shoppers had to open the product page to add an item to cart.
Variant
Collection pages with a quick shop option that opened a small window to pick options and add to cart without leaving the listing.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Shoppers may have used quick shop as a way to save items they were still thinking about, not as a step toward buying.
- Saving a page load does not change how much someone wants a product, so purchase intent stayed the same.
- Clothing buyers often want the detail on the product page, such as fit and fabric, before they commit.
Caveats: The result is flat, so add-to-cart gains should not be read as a win. Exact rates and test length were not shared.
Who ran it
GrowthRock ran this test for an apparel store with about 1,000 products and published the results (GrowthRock blog). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on GrowthRock →
How to run this test on your store
- Hypothesis
- If we add quick shop to collection pages, then conversion rate will rise because shoppers can add items without waiting for a product page to load.
- Primary metric
- Conversion rate (completed orders per visitor)
- Guardrails
- Cart page visits
- Average order value
- Product page views
- Who should test it
- Stores with large catalogues where shoppers browse listing pages a lot, especially for simple, repeat or low-priced items. For products where buyers need detail first, such as clothing that needs fit information, expect little change. Judge it on orders, not add-to-carts.
Questions
Does quick shop increase sales?
Not in this test. It raised add-to-carts, but orders and conversion rate did not change.
Why measure orders and not add-to-carts?
Add-to-carts can rise without any change in buying.
Here shoppers seemed to use quick shop to save items, so only orders showed the true effect.
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