CP #66: Add to Cart

Welcome to Conversion Party. This week, we’ve got…

• 🕳️ CRO Deep Dive: Rethinking Above-the-Fold CTAs: When an Immediate Add-to-Cart Might Hurt Conversions

• 🗺️ Goings On: Not nothin’

• 🔦 Partner Spotlight: Foreplay

Let’s ride.

🕳️ CRO DEEP DIVE
Rethinking Above-the-Fold CTAs: When an Immediate Add-to-Cart Might Hurt Conversions

Discover the strategies and tactics you need to optimize for more revenue in ecommerce. In this in-depth essay we explore data-driven approaches, real-world examples, and proven best practices to help you drive more sales and revenue.

When it comes to CRO, we've long believed that the Add to Cart button should always be front and center—right above the fold.

And for lizard brain purchases, sure (remember the gator // judge from a few weeks ago?). The idea is simple: if your CTA is immediately visible, users will be more likely to buy on impulse.

But here’s a little secret: it doesn’t always work that way.

In fact, sometimes forcing that “Buy Now” button to be the first thing users see might actually backfire—especially for products that require a bit more trust before the purchase is made.

The Traditional Take on Above-the-Fold CTAs

For a long time, the rule of thumb was to put everything that drives a sale right where everyone can see it.

The logic was:

• Instant Engagement: Get the CTA right in the visitor’s face so they can click without even scrolling.

• Prime Real Estate: The space above the fold is like VIP territory on your website. If your Add to Cart button isn’t there, you might be missing out on valuable conversions.

This strategy made a lot of sense—until CROs using a combination of heatmaps and scrollmaps started diving deeper into how users really behave when they land on a product page.

Why an Immediate CTA Might Not Be the Best Idea

Recently, Harry Molyneux and Dylan started a conversation that really got me thinking.

They pointed out that sometimes an immediately visible Add to Cart button can actually overwhelm users.

When a purchase requires consideration (it’s expensive, it’s for your health, it’s a gift for a loved one, etc.) there’s nothing worse than message before you’ve had a chance to figure out if it’s what you actually want/need.

Feeling Overwhelmed?

Imagine you’re checking out a new supplement.

Instead of a calm, informative introduction, you’re greeted by a giant “Buy Now” button right at the top.

Feels a bit pushy, right? Here’s what can happen:

• Cognitive Overload: Users might feel bombarded with options and pressure, which can actually make them step back.

• Decision Fatigue: When you’re forced to decide too quickly, it’s easy to feel drained and eventually walk away from the purchase.

Building Trust Takes Time

For products that aren’t typical impulse buys—think furniture, supplements, tech gadgets, or high-end fashion—the story isn’t just “click and buy.” Customers need to get comfortable with what they’re buying:

• Learn First, Buy Later: They want to know the benefits, read some reviews, and see why other people love the product before taking the plunge.

• Establish Credibility: If you load up your page with trust signals like testimonials, detailed descriptions, and certification badges, you’re giving your visitor the confidence they need to eventually hit that Add to Cart button.

Take Floyd for example. They prioritize the product builder, setting clear shipping expectations, and showing a combination of lifestyle and isolated images to help buyers make an informed decision: not a hasty one.

A Real-World Example: Jelly Bee

Let’s say you run a site selling premium nutritional supplements like ACV Gummies or Turmeric & Ginger Gummies. Now, these aren’t your everyday, grab-it-and-go items—they’re an investment in your health.

Here’s what might happen if you put the Add to Cart button right at the top:

• Too Much Pressure: Users might feel rushed, missing out on all the key details that explain why your supplement is the best choice.

• Trust Is Key: What if they need a little more convincing? They might want to see some scientific backing, read customer testimonials, or learn about the product benefits first.

Instead, above the fold is reserved for social proof (reviews), callouts designed to highlight quality (non-gmo, made in usa, FDA facility) and educational content

Note: Check out 10 Ways to Use Heatmaps to Increase Revenue Per Session more about brands moving CTAs down the page—allowing trust-building content to shine first.

So, What’s the Alternative?

If slapping the Add to Cart button right at the top isn’t always ideal, what can you do instead? Here are a few ideas:

Progressive CTA Placement

Think of it like a guided journey:

• Start Gently: Begin with a subtle hint or visual cue that shows the purchase path.

• Build the Story: As the visitor scrolls, gradually introduce more detailed information, testimonials, and benefits.

• Hit Them with the CTA: Once you’ve built enough trust, then—and only then—bring out that bold Add to Cart button.

Jewelry is an example where progressive CTA placement works really well.

As you can see here on the Tiffany website, we have a massive product image, some breadcrumbs back to the collection, the name of the product, and then we have the ability to save for later or personalize.

The ability to actually buy this ring takes a few waggles of the thumb, and that's because it's a considered purchase.

Blend in Trust Signals and Social Proof

Don’t shy away from adding extra layers of credibility:

• Show Real Reviews: Let your customers speak for you. Real testimonials can do wonders.

• Educate Your Visitors: Use your page to explain product benefits or share interesting details about your product’s ingredients or technology.

• Display Certifications: Badges and guarantees build that crucial trust factor.

The Jelly Bee (from before) does a wonderful job of this.

Personalize the Experience

Remember, one size doesn’t fit all:

• Tailor Your Layout: For some products, a quick, impulse-buy layout might work. For others—especially those that require more thought—consider a layout that leads users through a narrative.

• Test Different Approaches: Use A/B testing to see which CTA placements resonate best with different customer segments.

When determining how best to test this, using a tool like Heatmap to observe differences in scroll depth across various products you have.

In addition to understanding the revenue per click and revenue per session of elements can help you determine where to place the above-to-car button for maximal effect

Bringing It All Together

Let’s recap. The old rule was to keep that Add to Cart button above the fold, no questions asked. But here’s what we’ve learned:

1. Not Every Product Is the Same: For higher-involvement purchases like nutritional supplements, users often need to gather more information before buying.

2. User Behavior Matters: Overwhelming your visitors with an immediate CTA can lead to decision fatigue and lost conversions.

3. Building Trust Is a Journey: By leading users through a well-organized narrative that builds credibility first, you’re setting them up for a more confident, committed purchase decision.

4. Test and Learn: Use tools like Heatmap to see how users interact with your pages. Let the data guide your design decisions.

Final Thoughts

At the end of the day, there’s no one-size-fits-all solution. It’s about understanding your audience, your product, and tailoring your approach accordingly. For some products, especially those that require a bit more education and trust, a staggered approach to CTA placement might be the key to unlocking higher conversions and more revenue.

So, next time you’re rethinking your page design, consider taking a step back. Ask yourself: “Do my customers need to learn and trust before they buy, or is impulse enough?”

🗺️ GOINGS ON
Not nothin’

Stay in the loop with our latest partner activations—from webinars and in-person meetups to fresh content collaborations. We’ll highlight upcoming events, share key takeaways from recent gatherings, and give you an inside look at what’s brewing in our network.

🧰 Fix Your Marketing: How to Create Immediate Impact & Long Term Growth

​Join us for for this live virtual workshop to uncover powerful strategies that continuously optimize your marketing efforts and drive lasting growth.

​What you’ll learn:

📊 Actionable insights to leverage behavioral data and fine tune your marketing strategy.

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🤖 AI-Powered Personalization: How to Create Tailored Shopping Experiences That Drive Loyalty

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• How AI is reshaping the future of eCommerce personalization

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• Real-world examples of brands successfully leveraging AI

• Actionable insights to increase customer retention and AOV

🪝 Dead But Still Selling: Ecommerce Cliches That Won’t Die

SEO is dead.

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Everything is dead…except all of them work — if you do them right!

Sixteen tech apps and agencies join forces to provide 88 pages of insights into the ecommerce clichés that somehow just won't die.

Download your free copy here 👇️ 

🔦 PARTNER SPOTLIGHT
Foreplay

Each week, we shine a light on an outstanding partner—be it an innovative tech platform or an agency doing game-changing work. Learn about their expertise, what sets them apart, and how they can help take your ecommerce strategy to the next level.

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