Analytics audits and previous CRO test data showed product detail pages (PDPs) to be in need of improvement overall. A lot of products sold on the site require a further selection (e.g.: shade) before they can be added to basket.

For the  key audience on mobile, we hypothesised that having the CTA show immediately in a “sticky display” could trigger some users to click it without having made the necessary selection (for shaded PDPs), or simply to click instinctively then not proceed with the purchase later on (for any type of PDP).

PDPs are a known area of improvement for most ecommerce websites.

We wanted to take action, but considering the proposed change was bold and looked counterintuitive from a mobile design perspective, we wanted to make sure we tested it via CRO rather than just deploying it.

On mobile, we moved the CTA from its bottom-of-viewport sticky position to a position inside the page itself. 

The ‘Add to Basket CTA’ would therefore not be immediately visible on pageload in the new variant, users would have to scroll to it.

The goal was to increase meaningful interactions that would lead to a more thought-through purchase behaviour.