Daniel Burstein

E-commerce: A/B split test produces 36% more cart completions

January 21st, 2013

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.”


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

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Ecommerce Tags: , , ,

  1. January 22nd, 2013 at 07:50 | #1

    Do you have any more information about the effect on the average order size?

    • January 23rd, 2013 at 14:13 | #2

      Sorry Philip. We are unable to share that info. Thanks for reading though, and it’s a good question.

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