Buy Block Positioning on Mobile
Overview
Improved the PDP experience by optimizing the buy block and key purchase elements to reduce friction and improve decision-making at the point of intent. The goal was to better surface critical product information and streamline the path to Add-to-Cart.
Hypothesis
If the buy block is simplified and key product, pricing, and availability information is made more visible and structured, then users will be more likely to add items to cart due to reduced cognitive load and faster decision clarity.
Test Duration
May 15, 2024 – June 13, 2024
Role
UX/UI Designer
Collaborators
CRO Specialist
Developer
Stakeholders
WHY?
Data was showing strong engagement on PDPs but weaker conversion relative to traffic volume. Key product information was either not consistently surfaced or was presented as one big text block.
IMPACT
Surfacing price and availability lifted Add to Cart 13.1%
+13.1%
lift in add to cart clicks at 99% confidence
+$1.05m
projected annual incremental revenue
Relatively Flat
conversion rate & bounce rate
TEST DESIGN
Same content, reordered by what shoppers decide on first
- Devices: Mobile PDPs
Control: Existing buy block structure with distributed key information
Challenger: Restructured buy block with improved hierarchy and more prominent surfacing of key product, pricing, and availability details
KEY INSIGHT
Price and availability belong above the fold
Surfacing key purchase information earlier in the PDP hierarchy improves Add-to-Cart engagement.
KEY INSIGHT
The lift came from intent, not completed orders
Conversion rate stability suggests that gains were primarily at the intent stage rather than downstream funnel impact.