• Goal: Increase Add to Cart Clicks
• Test Type: A/B Test
• Pages Tested: Two highest-traffic product pages
• Result: +25.18% increase in Add to Cart clicks
• Revenue Impact: $123,681 in projected annual revenue added
• Rollout: Rolled out sitewide after winning variant proved successful

The objective of this test was to increase the number of users clicking the primary call-to-action (CTA) button on product detail pages (PDPs).

The original CTA, labeled “Buy Now,” directly added items to the cart, but it also introduced confusion. Users expected “Buy Now” to immediately take them to checkout, making them hesitate if they weren’t ready to complete a purchase.

We wanted to test whether changing the CTA to “Add to Cart”—a more familiar and lower-commitment action—would encourage more clicks.

Before running the test, we analyzed user behavior and found key friction points:

• Heatmaps showed hesitation and backtracking – Users would pause before clicking “Buy Now” or scroll back up.
• Session replays revealed uncertainty – Some users clicked “Buy Now” but quickly exited or navigated away.
• Industry standards pointed to a mismatch – Most eCommerce sites use “Add to Cart” as a standard action before checkout.

This suggested that the existing CTA was unintentionally creating resistance in the user journey.

We hypothesized that replacing “Buy Now” with “Add to Cart” would reduce mental friction and increase clicks by better aligning with user expectations.

Since the original button didn’t actually trigger checkout, the wording was misleading. Users may have hesitated to click because they weren’t ready to commit to purchasing yet.

By changing the CTA to “Add to Cart”, we expected to:

• Make the action clearer so users understood they were simply adding the item to their cart.
• Lower the perceived commitment, making the step feel easier and less final.
• Increase engagement by removing hesitation, leading to more users moving further into the purchase funnel.

To test our hypothesis, we set up an A/B test on our two highest-traffic product pages.

• Control Version: CTA button labeled “Buy Now”
• Variant Version: CTA button labeled “Add to Cart”
• Measurement Metrics: Click-through rate on the CTA button

The only change was the button text—everything else remained the same.

The change proved to be a clear winner:

• +25.18% increase in Add to Cart clicks
• $123,681 in projected annual revenue added

This test confirmed that clarity in messaging directly impacts conversion rates. By ensuring the CTA aligned with user expectations, we removed hesitation and created a smoother experience, leading to higher engagement and increased revenue.