Image carousel and sticky Add to Cart on mobile: +9.78% cart clicks
Commentary byLiftArchiveOur analysis, not theirsAdding a swipeable image carousel and a sticky Add to Cart bar to mobile product pages raised Add to Cart clicks by 9.78% and ecommerce conversion rate by 1.68%.
Wingify Services ran this 10-day test for Panduro, a hobby and craft retailer, and it was published as a VWO case study.
The two changes shipped together, so the lift can't be credited to either one alone.
- Add to Cart clicks: +9.78%, counting both the main and the sticky button.
- Ecommerce conversion rate: +1.68%.
- Variant 1 was rolled out to all traffic. Results for variant 2 were not shared.
- No confidence level was reported for either figure.
The change
Thumbnails became a carousel, and a sticky Add to Cart bar was added.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers had to tap each thumbnail to see more product images, as there was no carousel. The page was long, with product recommendations, so the Add to Cart button scrolled out of view.
Variant
Images became a swipeable carousel, and a sticky Add to Cart bar appeared at the bottom whenever the main button was off screen. A second variant also showed savings in currency and a shortened description; the first variant won.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Click maps showed images got 60% of clicks on the page, so making them easier to browse met a clear need.
- A sticky button keeps the buying action in reach on a long page.
- Extra elements in variant 2, like savings and a cut description, may have added clutter without helping.
Caveats: The carousel and sticky button were tested together, so their separate effects are unknown. The test ran 10 days with no sample size or significance 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 add a swipeable image carousel and a sticky Add to Cart bar on mobile product pages, then more shoppers will add to cart because images are easier to browse and the button never leaves view.
- Primary metric
- Mobile ecommerce conversion rate
- Guardrails
- Add to Cart clicks
- Returns or cart removals
- Page load time
- Who should test it
- Stores with long mobile product pages and several images per product. If your buy button already sits near the top of a short page, a sticky bar will add less.
Questions
Does a sticky Add to Cart button help on mobile?
In Panduro's test, a sticky bar plus an image carousel raised Add to Cart clicks by 9.78%.
Because both changed together, test the sticky bar alone if you want its own effect.
Should a sticky Add to Cart bar always be visible?
Panduro's bar appeared only when the main button was off screen. That avoids showing two buttons at once.
Are image carousels good for mobile product pages?
Here, images drew 60% of page clicks, so a swipeable carousel made sense.
Results can differ by store, so check your click maps first.
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