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Did the ‘Buy Now’ or ‘Add to Cart’ Increased AOV but Decreased Actual Sales? (Online Testing Awards Winner)

WhichTestWon's Analysis: (Click back to see versions A & B)

Version A, the ‘Buy Now’ button decreased individual sales by 36% but increased average order value (AOV) by 57%. This test won a Silver Ribbon in WhichTestWon’s 2014 Online Testing Awards.

Alinc Technologies, a full-spectrum IT solutions provider, conducted this test with the help of Klinke Marketing usingOptimizely. This test included only traffic from organic and paid search.

The only change on this page was between the soft ‘Add to Cart’ call to action (CTA) and the much stronger ‘Buy Now’ CTA.

It was initially hypothesized that ‘Buy Now’ would increase individual sales, and at a 36% drop in sales this would have been considered a failure. However, this test deserves praise because the team monitored other KPIs, and noticed an incredible AOV lift.

The team also monitored total value when they compared the loss of sales with the gain in order value. They reported that the total sales value remained nearly identical for both variations. So the argument between ‘Add to Cart’ and ‘Buy Now’ continues.

Click here to see another hard vs. soft button CTA test

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Winning Version


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