'Lägg i varukorgen' (Add to cart) on listing buttons: +6% CTA clicks
Commentary byLiftArchiveOur analysis, not theirsRenaming the listing-page button from 'KÖP' (Buy) to 'Lägg i varukorgen' (Add to cart) lifted main-button clicks by 6% and visits to the revenue page by 10%.
Wingify Services ran this test for Panduro, a Nordic hobby and craft retailer, and it was published as a VWO case study.
A 'Snabbköp' (Quick Buy) version was also tested, and the Add to cart wording won.
- Main button click rate: +6% for the 'Lägg i varukorgen' (Add to cart) variant.
- Visits to the revenue page: +10% for the same variant.
- The Add to cart variant was rolled out to all traffic. Results for the Quick Buy variant were not shared.
The change
The vague 'Buy' button became 'Add to cart', with a 'View Product' link below.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product boxes on category listing pages had one button labeled 'KÖP' (Buy). Shoppers could not tell whether it opened the product page or put the item in the cart.
Variant
Two variants changed the label: one to 'Snabbköp' (Quick Buy), the other to 'Lägg i varukorgen' (Add to cart). Both added a 'View Product' link under the main button for shoppers who wanted the product page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Add to cart' says exactly what happens on click, so shoppers who were ready to buy no longer hesitated.
- 'Buy' can sound like an instant purchase, which feels like a bigger commitment on a listing page.
- The separate 'View Product' link gave browsers a clear path, so the main button only had one job.
Caveats: The control was switched off partway through the 5-week test because of low confidence, so much of the comparison is between the two variants. No sample size or significance level was shared, and the result is vendor-reported.
Who ran it
VWO ran this test for Panduro 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 VWO →
How to run this test on your store
- Hypothesis
- If we label the listing-page button with the action it performs ('Add to cart') and add a separate link to the product page, then more shoppers will click it because they know what will happen.
- Primary metric
- Add to cart clicks from listing pages per visitor
- Guardrails
- Ecommerce conversion rate
- Cart abandonment rate
- Product page visits
- Who should test it
- Stores with an add-to-cart or buy button on collection pages, especially if the label is short or ambiguous. If your listing buttons already say 'Add to cart', expect little change.
Questions
Should a listing-page button say 'Buy' or 'Add to cart'?
In this test, 'Add to cart' beat both 'Buy' and 'Quick Buy'.
It names the action plainly, which helps shoppers who are unsure what a click will do.
Do I need a separate link to the product page?
Panduro added a 'View Product' link under the main button so browsing and buying had separate controls.
It was part of both variants, so its own effect is unknown.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon