Daniel Burstein

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)

 

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

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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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