MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

Background: B2C company offering package vacations. In this test, we focused on improving the checkout process.

Goal: To increase cart completions

Primary research question: Which cart page will generate the highest completion rate?

Approach: A/B split test (variable cluster)

CONTROL

(Please Note: Some details have been obscured to protect Research Partner’s competitive advantage).

The original cart was simple, but it included three equally weighted options from which the visitor had to select:

• “View Lodging Options”
• “Add More Activities”
• “Checkout Without Lodging”

This made the checkout process more cumbersome than was necessary.

TREAMENT

The team de-emphasized and integrated the additional options into the product details, using an image of a plus sign along with the words:

• “Add Another Activity”
• “Add Lodging to Your Activities”

And they visually focused the visitor on one main call-to-action – “Checkout.”

RESULTS

By simplifying and sequencing the options to choose from, the treatment shopping cart generated 36.5% more cart completions.

To learn more about this experiment, you can watch the free video replay of “Optimizing Shopping Carts for the Holidays: 6 last-minute changes you can make to your shopping carts to increase conversion.”

Related Resources:

Shopping Cart Abandonment: 7 simple steps to completing the sale

E-commerce: 6 quick cart changes

E-commerce Shopping Carts: How a redesigned checkout process led to 13% increase in conversion rate

Categories: Ecommerce Tags: a/b testing, checkout process, e-commerce, shopping cart optimization