'Collect or Reserve' button moved above the fold: +19.7% conversions
Commentary byLiftArchiveOur analysis, not theirsMoving schuh's "Collect or Reserve" in-store pickup button into the first screen of the product page raised that button's conversions by 19.7%. schuh's in-house CRO team ran this test, and it was published as a VWO case study. Add to Bag conversions were not affected.
- Collect or Reserve conversions: +19.7%. More shoppers chose to reserve for in-store pickup.
- Add to Bag: no effect reported, so the new placement didn't pull shoppers away from buying online.
- The metric is clicks on the pickup button, not completed store sales, which weren't reported.
The change
Collect or Reserve button moved up into the first screen
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
On the product page, the "Collect or Reserve" button, used to reserve a product for in-store pickup, sat below the first screen.
Variant
The "Collect or Reserve" button was moved up into the first screen, alongside the main buying options.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers can't use an option they never see. Bringing it into view made it easy to find.
- Some shoppers want to try shoes on or get them the same day, so in-store pickup meets a real need.
- Because it didn't compete with Add to Bag, the change likely reached a different group of shoppers.
Caveats: Sample size, test length and confidence level were not shared. The result measures button conversions, not store sales, and is vendor-published.
Who ran it
Schuh ran this test for schuh 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 Schuh →
How to run this test on your store
- Hypothesis
- If we move the in-store pickup button into the first screen of the product page, then more shoppers will reserve for pickup, because they'll see the option without scrolling.
- Primary metric
- Pickup or reserve button conversion rate
- Guardrails
- Add to cart rate
- Overall revenue per visitor
- Reservation pickup rate in store
- Who should test it
- Retailers with physical stores that offer click-and-collect or reserve-in-store. Online-only stores have no use for it, and if pickup reservations rarely turn into sales, more clicks may not mean more revenue.
Questions
Will a second CTA on the product page hurt Add to Cart?
Not in this test. schuh saw no change in Add to Bag conversions after moving the pickup button up.
Where should a click-and-collect button go?
Near the main buying button, where shoppers can see both choices at once.
Test it, and check your add-to-cart rate stays steady.
Does in-store pickup increase sales?
It can bring in shoppers who want items quickly or want to try them first.
Track whether reservations turn into purchases, not just clicks.
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