Your add to cart button might be killing conversions

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Good morning!

In today’s edition, CRO expert Stuti Kathuria returns with a guest post breaking down her 10-step playbook for placing the add to cart button strategically to boost conversions.

In today’s newsletter,

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⭐Boost your site’s performance: speed testing & optimization

Tip: Enable lazy loading so that images load only when they come into the user’s viewport.

⭐How to master customer experience surveys?

“Acting on customer feedback shows that a brand values its audience, which strengthens trust and builds emotional loyalty.“

⭐Why CMOs are facing their toughest year yet—and how to survive it

“CMOs have had to rapidly adapt to increased demand for digital engagement, personalized experiences, and a heightened focus on sustainability.”

3 out of 5 websites bury their add cart CTA

Negatively impacting:

- the add to cart rate
- the conversion rate
- the revenue (and profits)

But that doesn't mean the add to cart CTA should be the first thing they see.

It needs to be placed strategically.

Just when your visitor is ready to buy.

In this example, using Cetaphil's PDP, I've made 10 changes that help you show the add to cart button in the right place and increase the conversion rate.

1. Show the "purpose" of your product above the product name. What concern does it solve? This helps visitors quickly understand if this is for them.

2. Add a 1-2 line benefit-driven summary of the product under the product name. This gets the user interested and warms them up to read more.

3. Optimize the price area by mentioning quantity, ml, units (if this is applicable to your product). This shows them value for money and justifies the price.

4. Highlight a result the user can expect with numbers on the image. Also known as clinical studies. These should be proven by an actual study.

5. Add image thumbnails. Make sure the image gallery has all key information about the product (benefits, ingredients, how to use).

6. Add a short benefit summary in bullets before the add to cart. Keep the bullet points to 1 line on mobile.

7. Upsell in the options section. Allow the user to buy a bigger quantity. Show how much they save when they buy the bigger one.

8. Optimize the add to cart area by highlighting the delivery time and rate.

9. Show product USPs or brand USPs below the add to cart in a visual format using icons. Like free shipping, delivery time, return policy.

10. Add an cross-sell section like "Complete your routine" or "Complete your look". This increases your AOV and helps the shopper find relevant products easily.

Other UX/UI and CRO changes I did:

- Added an information bar with shipping info
- Added a cart icon in the logo bar
- Reduced the image height


P.S. If you want to maximize your PDP’s conversions, start by understanding your visitor's behavior and the gaps. Do this by studying click and scroll maps, find what sections they read, skip through, click on (and not).

Work with Stuti to improve your conversion rate

If your website converts below 2.5%, 👉fill out this form

Her clients typically see at least a 25% lift in conversion.

This week’s episode features Simon Bell, co-founder of Immaculate Vegan, sharing how he scaled a global marketplace for premium vegan fashion—proving style and ethics can grow hand in hand.

Top takeaways from the episode:

✔️ Start with audience validation—Instagram was their first growth engine
✔️ Launch lean with Shopify, then iterate fast
✔️ Use SEO as the biggest driver of organic growth
✔️ Build one category at a time before expanding

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