Sticky Call To Action pattern at Coop OBS and OBS-BYGG

See background information at https://bit.ly/trustworthyABPatterns. The experiment is designed to examine the effect of persistent (“sticky”) purchase affordances on user behavior on product detail pages (PDPs) in an e-commerce context. The purpose of the experiment is to test whether making key purchase actions continuously available within the user’s viewport increases conversion-related behavior, assuming that this is driven by reduced cognitive effort during product research. The treatment introduces persistent (sticky) purchase elements in a table-of-contents (ToC) bar that becomes available when users have reached a specific scroll position in their viewport. The persistent (sticky) table-of-contents (ToC) bar displays the product price and an online purchase button at all times. After an item is added to the cart, a checkout call-to-action is also displayed within the sticky ToC bar. Clicking the checkout call-to-action in the table-of-contents (ToC) bar directs users into the checkout flow in order to complete the purchase. Users will be randomly assigned to either Control with the standard PDP layout or Treatment with the sticky purchase elements enabled. The primary outcome measure is add-to-cart behavior. Purchase completion is defined as a secondary outcome. Beginning checkout is included as a monitoring metric.