# 'Lägg i varukorgen' (Add to cart) on listing buttons: +6% CTA clicks

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Product cards & quick add
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/panduro/
- Page: https://liftarchive.com/test/panduro-listing-cta-add-to-cart-wording/

Renaming 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.

## Result

**+6% CTA clicks**

- 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.

## 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)

- '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.

## How to run this test

- 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
- Guardrail: Ecommerce conversion rate
- Guardrail: Cart abandonment rate
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/panduro-listing-cta-add-to-cart-wording/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.