Fashion brand wins mobile conversions with “Express Checkout Options” message in cart page.
Highlight express payment options to see an uptick in mobile conversions.
Your Buy Box messaging, that critical space next to the add-to-cart button, holds the power to sway your customers’ decisions.
And on mobile, the stakes are even higher.
Before, the message “We’re Committed to your Satisfaction” was listed by the add-to-cart button on a jewelry brand’s product page.
Instead, we tested two new variations:
- “Express Payment Options Available”
- “Free Shipping For Orders $150+”
Each contributed to a higher Average Order Value (AOV).
But MOBILE traffic saw the highest conversion increase with the first option under the add-to-cart button:
Convenience is bliss. Use it to your advantage.
A Satisfaction Commitment is a great sentiment.
But, right next to the add-to-cart button isn’t the most impactful place for it.
Offer them speed and ease instead.
With express payment, there is zero friction.
This test worked on mobile because entering a credit card on a phone is cumbersome and difficult.
Plus, a product like jewelry is a personal decision backed by emotions.
If it’s easy to checkout, it’s easy to follow through on their emotional decision.
Express payment = less work for customers.
Here’s why most brands fail at this.
Most brands recognize the power of persuasive messages next to the add-to-cart button.
But, most don’t TEST to see what variation works best for their audience on mobile vs. desktop.
Hard truth: your commitment to your customers (“Satisfaction Guaranteed”) is not a compelling enough reason for them to make a purchase.
Instead, highlight value-added features. Like Express Payment Options and Free Shipping.
These impact the convenience and speed of their purchasing process — this they care about.
Takeaway: Do you have a message next to your add-to-cart button on product pages?
Follow these pointers:
- Highlight your most valuable incentives
- Ensure that your message is optimized for both mobile and desktop
- Rotate your messaging themes
Try it and test!
