Variation increased add to cart but did not convert like the control
the answer ist simple: It depends :-)
You did not write a lot about your two variation and the original. Also we do not know anything about the products you are offering. If you provide some details, i will tell you my opinion, if you like :-)
"the essence of the creative act is to see the familiar as strange." (anonymous)
Add To Cart rate increased.
Conversion rate decreased.
There are *lots* of reasons this could happen. Without knowing what you did, I cannot suggest anything that may be applicable.
As an example of an experiment that could cause this...
A_control: your product pages contain real prices
B_test: your product pages list everything as free
C_test: your product pages say "add to cart to reveal the actual price"
In both the B and C variations, your cart add rate will drastically increase.
In the B_test your conversion will be horrible because you misrepresented the price and they abandon you out of principal
In the C_test your conversion rate will be worse because people are hesitant to "add to cart" if they don't know the price. (Less impactful but also relevant in this scenario - if your product prices are higher than expectations, your conversion rate will be lower. If your product prices are lower than expectations, your conversion rate may actually improve among those who do "add to cart" between A and C variaitions.)
Analytics and Testing Guru