It has become quite common in the e-commerce world, particularly in fashion and accessories to use trendier terms such as “Add To Bag” throughout their online store.
Companies like Ralph Lauren, Kate Spade, Neiman Marcus, Coach, and even Saks Fifth Avenue are all using “Add To Bag” or a variation of it on their sites. (Click their names to see)
Increasing click-throughs, user engagement, and pushing visitors further down the pipeline to make a purchase is the name of the game. The more engagement the better you are going to be… The more people who click on your “Add” buttons the more sales you are going to make.
In conversion optimization, it isn’t always black and white when it comes to conversion rates. You most definitely want to pay attention to revenue generated and increasing the engagement on desired actions is definitely a step in the right direction.
A recent campaign, we were looking at ways to increase the engagement on a re-design of a client’s site. Across their site they had “Add To Bag” as the language of choice on the update.
So doing what we do best, and knowing that buttons hold a TON of weight on conversions, we tested the language on the button and here are our results.
The image on the left is our “control” and the image on the right is our “variation”.
Nothing changed other than one single element. We changed “BAG” to “CART.”
The results from such a minor change have been pretty shocking.
We had 4 specific goals setup for this particular test, measuring various elements of engagement and clicks.
Changing the button from “Add To Bag” to “Add To Cart” increased the pageviews on the checkout page of this particular e-commerce store by 95.3%.
It increased pretty much all the other goals as well with the most important one being “Purchase” which increased 81.4%.
22.4% more people added the product to their cart as a result as well.
We have a bit more time left on this test before we can declare a true winner, but by the looks of it, we are on the right track with this test.
Again this was a minor change that had a dramatic impact on the performance and usability of this particular client’s e-commerce store.
We plan on testing the color of these buttons as well to add a bit more contrast compared to the rest of the page plus loads of other tests that are on the list as well.
Pay attention to the little things on your site as they could hold a TON of weight when it comes to your visitor engagement, conversions, and ultimately your successful purchases.
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If you want us to have a look at your site to suggest areas of improvement or simply have questions, don’t hesitate to reach out.