E-commerce: A/B split test produces 36% more cart completions
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)
(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.
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.”
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.”