The other day I was browsing an e-commerce clothing store and the Quantity box suddenly seemed odd to me: “Who would buy MORE THAN ONE of this shoe – in the EXACT SAME STYLE AND SIZE??”
I wondered how many people EVER buy more than 1 IDENTICAL piece of clothing? (We’re talking same SIZE, STYLE, COLOR, etc…). I asked my good friends over at Gongshow Gear (makers of awesome hockey inspired clothing) if I could have a peak at their Analytics data, and here are the results:
- On average, only 1 out of 50 people will buy more than 1 of the same item
- For non-clothing items that come in a single size & color multiple qty purchases increase (to between 12% and 40% — but still a minority of your customers)
Do we need the Quantity field?
Does it really matter?
Probably not. The quantity field usually defaults to 1 item so you never have to touch it anyway. I have a hard time believing that the quantity field will make a measurable difference to conversion rates for most sites. If there is a difference, it is probably very very small. Then again I assume that Zappos measures everything they do on their site and THEY removed the Quantity box.
If anyone decides to run an A/B test to get stats on this, I would love to hear your results.