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How Removing a 'Buy Now' Button Boosted Modern Gents Revenue Per Session by 6.67%
Removed a secondary "Buy Now" button to streamline the checkout process and improve the performance of the main "Add to Cart" CTA.
Modern Gents product pages had two distinct calls to action: a standard “Add to Cart” button and a "Buy Now" button that bypassed the cart and sent customers directly to checkout. The assumption was that offering a "skip-the-cart" option would streamline the customer journey and boost conversions.
Heatmap.com data, however, revealed a different story.
Funnels and heatmaps showed that a significant number of shoppers were not clicking the "Buy Now" button. Instead, they were scrolling past it to view product reviews and details further down the page. This indicated the button was too aggressive and created a point of friction, interrupting the customers’ natural decision-making process.
The data suggested the "Buy Now" CTA was cannibalizing the main "Add to Cart" button, confusing customers with two competing next steps.
Following the data insights, Modern Gents removed the "Buy Now" button from their product pages on June 18, 2025. This simplified the customer experience and left a single, clear path to purchase via the standard "Add to Cart" button.
The data from July 2, 2025, confirmed the hypothesis. By removing the confusing "Buy Now" button, Modern Gents saw a measurable improvement in the performance of its primary "Add to Cart" CTA. Heatmap.com's analysis showed that this change not only streamlined the customer journey but also drove a significant increase in engagement and revenue.
Funnel Analysis: Streamlining the Path to Purchase
The customer journey flows showed no negative impact from removing the "Buy Now" CTA. In fact, the simplified path led to a stronger performance through the funnel:
- Add to Cart Conversion: A 12.81% increase, with the conversion rate from a product view to an add-to-cart action rising from 16.62% to 18.75%.
- Checkout Conversion: The number of shoppers abandoning the cart decreased by 0.15%, confirming that the single, clear "Add to Cart" button was a more effective path to purchase.
Button Performance: More Clicks, More Engagement
Digging into the button-level metrics revealed the direct impact of the change. In the two weeks following the removal of the secondary button, the main "Add to Cart" CTA saw:
- More Clicks: The button received 35,940 clicks (up from 32,785), leading to a higher engagement rate.
- Massive Scroll Engagement: The most telling insight was the dramatic increase in the button's engagement with scrolling shoppers. The scroll percentage jumped from 0.80% to 10.50%, indicating that the single, clear CTA was far more effective at catching the attention of shoppers.
Ultimately, these improvements in shopper behavior on the product page delivered impressive site-wide gains:
Increase in Revenue Per Click (RPC): +1.26%
Increase in Revenue Per Session (RPS): +6.67%
Increase in Conversion Rate (CVR): +1.49%
Conclusion: Simple Changes Drive Big Wins
This case study demonstrates how Heatmap.com provided the behavioral data needed to identify a conversion bottleneck. By removing a seemingly helpful but ultimately distracting CTA, Modgents streamlined the customer journey, leading to higher engagement and measurable improvements in key e-commerce metrics.
You made it all the way down here?
Might as well give us a shot, right? It'll change the way you approach CRO. We promise. In fact, our friend Nate over at Original Grain used element-level revenue data from heatmap to identify high-impact areas of his website to test, resulting in a 17% lift in Revenue per Session while scaling site traffic by 43%. Be like Nate. Try heatmap today.
