Quick View and Add to Cart on mobile listings: +18.75% conversion
Commentary byLiftArchiveOur analysis, not theirsAdding Quick View and Add to Cart buttons to product cards on iTokri's mobile listing pages raised conversion rate by 18.75%.
ConvertPolo ran this A/B test for the handcrafted goods shop, and it was published as a VWO case study.
Add-to-cart clicks on the listing page rose 221.17%, which is expected, since the original page had no such button.
- Conversion rate: +18.75%. This is the number that matters, since it counts purchases.
- Add-to-cart clicks on the listing page: +221.17%. Treat this with care. The control had no add-to-cart button on the listing, so almost any button would raise this count.
- No sample size, duration or confidence level was shared.
The change
Listing cards gain Quick View and Add to Cart buttons.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile listing page showed product details and prices. To see more or add an item to the cart, shoppers had to open the product page.
Variant
Each product card got a Quick View button to see key details in place and an Add to Cart button to buy without leaving the list.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fewer page loads on mobile means fewer chances to drop off between browsing and adding to cart.
- Quick View lets shoppers check details without losing their place in the list.
- Shoppers adding several items can do it from one page instead of going back and forth.
Caveats: The large click lift is partly mechanical, because the control had no add-to-cart button on the listing. No sample size, duration or significance was given.
Who ran it
ConvertPolo ran this test for iTokri 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 add Quick View and Add to Cart buttons to mobile listing cards, then more shoppers will buy because they can check and add items without opening each product page.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Return or cancellation rate
- Product page visits
- Who should test it
- Stores with simple products that need little explaining, or that shoppers buy several of at once. It may not help for products with many options or high prices, where people need the full product page before deciding.
Questions
Should I add an add-to-cart button to collection pages?
It is worth testing if your products are simple to choose.
Measure purchases, not just clicks, since clicks will almost always rise.
What should a quick view show?
The basics a shopper needs to decide: a few images, price, size or option picker, and a short description.
Link to the full product page for more.
Does quick add hurt product page visits?
It often lowers them, since some shoppers no longer need the product page.
That is fine if purchases go up, but watch returns.
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