Before the launch, Michel and Katie knew that mobile conversion could be improved, and were keen to take a closer look at the mobile experience as a first priority. Using Zone-based Heatmaps, they noticed that the exposure rate on the PDP was unusual — a large percentage of customers would scroll all the way to the bottom, even though the Add to Bag CTA was at the top.
They hypothesised that users were simply not seeing the button.
When they tested a sticky CTA, they saw a 10% increase in conversion. They made sure this was included in the site launch.