# 'Collect or Reserve' button moved above the fold: +19.7% conversions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Shipping & delivery messaging
- Test run by: [Schuh](https://liftarchive.com/practitioners/schuh/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/schuh/
- Page: https://liftarchive.com/test/schuh-collect-or-reserve-cta-above-fold/

Moving 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.

## Result

**+19.7% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add to cart rate
- Guardrail: Overall revenue per visitor
- Guardrail: 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.

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Credit: Schuh ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/schuh-collect-or-reserve-cta-above-fold/).
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.