Add to Cart on bestseller list cards: +45.7% add-to-cart rate
Commentary byLiftArchiveOur analysis, not theirsLotte Duty Free added Add to Cart and Restock Notification buttons to each card on its mobile Bestseller list, and the add-to-cart rate rose 45.70%.
Golden Planet, an agency, ran the test with Lotte Duty Free, and it was published as a VWO case study.
Shoppers no longer had to open each product page to add an item.
- Add-to-cart rate: +45.70% versus the control.
- Volume: 1,403 products were added to carts in the variant, which the team read as a sign of more multi-item baskets.
- Revenue: not reported, so it's unclear how much of the lift turned into orders.
The change
Each bestseller card gets its own Add to Cart and restock buttons.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile Bestseller list showed product images and details, but shoppers had to open each product page to add it to cart, then tap Back to keep browsing.
Variant
A separate version of the Bestseller list with Add to Cart and Restock Notification icon buttons on every product card.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Duty-free shoppers tend to buy several items at once, so removing a page visit per item saves a lot of taps.
- Many shoppers who opened a product page never came back to the list, so keeping them on the list kept them browsing.
- The restock button gave out-of-stock items a next step instead of a dead end.
Caveats: The split URL test ran on 17,440 mobile users for about two weeks. Revenue and order impact were not reported.
Who ran it
Golden Planet ran this test for Lotte Duty Free 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 Golden Planet →
How to run this test on your store
- Hypothesis
- If we add an Add to Cart button to each card on our bestseller list, then shoppers will add more items because they don't have to leave the list to buy.
- Primary metric
- Add-to-cart rate per list visitor
- Guardrails
- Orders and revenue per visitor
- Cart abandonment rate
- Return rate for items added from the list
- Who should test it
- Stores where shoppers buy several simple items in one go, like beauty, duty-free or groceries. It's less likely to help when products need a size, configuration or a close look before buying.
Questions
Should I add quick-add buttons to collection pages?
If shoppers often buy several items, yes, it's worth testing.
Lotte Duty Free saw a 45.7% higher add-to-cart rate on mobile.
Does a higher add-to-cart rate mean more sales?
Not always. This case study didn't report revenue, so track completed orders alongside adds to cart.
What is a split URL test?
It sends half of visitors to one page address and half to another.
Lotte Duty Free built a separate bestseller page and split mobile traffic 50/50.
Similar tests
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