#76: Is your "Buy Now" button costing you money?

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

• 🕳️ CRO Deep Dive: The Two-Button Problem: How a "Helpful" Feature Can Hurt Conversions

• 🗺️ Goings On: Not nothin’

• 🤟Community love spotlight - Clayton Ferguson | CRO for Shopify Brands @ http://convertibles.dev
  

🕳️ CRO Deep Dive
How Removing a Button Can Boost Revenue

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

Ever seen a product page with two "buy" buttons? One says "Add to Cart," and the other says, "BUY NOW!" It seems helpful, right? Like you're giving your customers a shortcut.

But what if that extra button is less of a shortcut and more of a speed bump?

This week, we're busting out the data-driven magnifying glass to check out a case study with Modern Gents. It's a perfect example of how sometimes, the best way to level up your game is to remove something entirely. We're talking about a move so simple, it's kinda brilliant.

Let's dive in 👇

The Problem: The "Two-Button" Dilemma

On their product pages, Modern Gents had two calls to action: the standard "Add to Cart" and a "Buy Now" button. The assumption was that offering a "skip the cart" option would streamline the customer journey and boost conversions.

But Heatmap's data told a different story.

Funnels and heatmaps showed that shoppers weren't clicking the "Buy Now" button. Instead, they were scrolling past it to look at reviews and other product details.

This indicated the button was too aggressive, interrupting the customer's natural decision-making process. The data suggested the "Buy Now" CTA was confusing customers and cannibalizing the main "Add to Cart" button.

The Fix: A Simpler Path to Purchase

Based on the data, the solution was surprisingly simple: remove the "Buy Now" button altogether. The team at Modern Gents simplified the checkout process by leaving only one clear path to purchase: the "Add to Cart" button. The test ran from June 9 to June 30, with the button being removed on June 18.

The Payoff: Big Wins from a Small Change

The results were immediate and impressive. By removing the confusing second button, Modern Gents saw a measurable improvement in the performance of its primary "Add to Cart" CTA and major site-wide gains.

Funnel Analysis: 

The simplified path led to a stronger performance through the funnel. The "Add to Cart" conversion rate from a product view increased from 16.62% to 18.75%, a whopping 12.81% increase! This single, clear path also reduced cart abandonment by 0.15%.

Button Performance: 

The single "Add to Cart" button received 35,940 clicks, up from 32,785. The most telling insight was the dramatic increase in engagement with scrolling shoppers. The scroll percentage jumped from 0.80% to 10.50%, indicating that the clear CTA was far more effective at catching the attention of shoppers.

Here's why this matters: a clearer path to purchase made it easier for shoppers to decide. Instead of being distracted by two options, they focused on the one that mattered. This led to some serious site-wide gains:

Increase in Revenue Per Session (RPS): +6.67%

Increase in Revenue Per Click (RPC): +1.26%

Increase Conversion Rate (CVR): +1.49%

Takeaway: Don't Confuse Your Customers

This CRO test and success story is a powerful lesson: don't confuse your customers with too many choices. The key is to simplify and provide a clear path to purchase.

Use behavioral data from tools like heatmaps and funnels to see where your customers are getting stuck. A small fix, like removing a button, can lead to massive gains.

Want to See How Your Site is Converting? 

This success story and CRO test is a great example of the insights you can get from a CRO audit. We can help you identify bottlenecks and opportunities on your own site.

👉️ Read the full Modern Gents Case Study How Removing a 'Buy Now' Button Boosted Modern Gents Revenue Per Session by 6.67%

Want to do the same for your site?

Sign up for Heatmap to get the behavioral data and insights you need to make smart, data-backed decisions.

It’s just $29/month. The ROI is stupid good.

Want to learn more about funnels? 
Your traffic isn't the problem, your funnel is.

📖 Read the full breakdown on the blog →

🗺️ 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.

FREE LIVE TRAINING: Increase Product Page Conversions (TODAY)

How to find 3 easy wins from your heatmaps on day one

Want to squeeze more revenue from your product pages starting day one?

Join us and the experts from Blue Stout for a quick hit, high impact training that shows you exactly where your heatmaps are hiding money.

→ 3 quick wins you can implement immediately
→ How to read your product page heatmap to uncover revenue leaks
→ The #1 layout converting best for 8 - 9 figure brands
→ Real case studies from CPG, apparel, luxury & more
→ Live Q&A with me, Allen Burt, and Eric Meyers

Can’t make it live? No problem, register and we’ll send you the replay.

Live Website Teardown: How We Buy, Episode 13

Join us for a no-BS, live website teardown with our friends at Oddit.

How it works:

​During the session, you can submit your landing page or website for a chance to have it audited live during the session. We'll break down what's working, what’s not, and how to fix it, all in real time.

​You’ll walk away with:

​→ Direct, actionable insights to improve your website's performance
→ A playbook of what a high-converting website looks like
→ Live feedback from top CRO & UX experts

​Can’t make it live? Register anyway, and we’ll send you the recording.

Landing Page Roast with Dylan Ander (Workshop)

Limited Supply is going live to review real landing pages!

Our Founder & CEO Dylan Ander will show what’s working, what’s not, and how to make them better so brands can get more customers.

Your landing page is costing you thousands and you don’t even know why.
Here’s your chance to fix it. . .

We’ll review DTC landing pages, live and free.

→ What makes users bounce in 2 seconds
→ Copy that confuses instead of converting
→ Visuals that kill trust
→ And more

 🤟 COMMUNITY LOVE

Our featured tweet of the week, where we share bite-sized insights or a quick tip that’s making waves in the world of e-commerce. Consider it your fast track to staying updated on what’s trending.