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With Convert Experiences we increased the conversion rate, revenue per user, and the number of average products per user, while creating a simpler and quicker buying experience for users.
Andra Baragan Ontrack Digital+
Cart pages are ubiquitous in E-commerce.
We take them for granted.
But is the dedicated cart page a conversion booster or a checkout killer?
As more and more people buy on mobile devices and the desire to compare products for the best “deal” becomes second nature, having to return repeatedly to the cart page introduces friction in the purchase funnel.
Ontrack Digital+ identified this as a major roadblock to increasing average revenue/visitor, average number of products per visitor, and the overall Ecommerce Conversion Rate for client Conscious Items.
This led to the hypothesis:
Implementing a responsive, interactive cart will ease the user experience and simplify the entire sales funnel for website visitors. They will be able to quickly access their cart and compare products without having to load another page. By simplifying the purchase funnel, we expect to increase the ecommerce conversion rate by 10%.
Ontrack Digital+ used Convert Experiences to add a cart slider or pop-up that persisted with the potential buyer across all pages on the site, till a transaction was successfully logged.
Test results were analysed through the one-tag Google Analytics integration.
The campaign had only one test variant, which was expected to out-perform the control.
Traffic was directed to the test from the following sources:
90% of the traffic was from the United States. And 87% of people used mobile devices.
The original dedicated cart checkout page, without any tweaks.
It was served to 34,682, over 1 week.
The modified cart pop-up that stayed with the potential buyer til the transaction was completed.
It was served to 34,682, over 1 week.
| Goals | (Compared to Control) | Confidence of Result | Winner |
| Ecommerce Conversion Rate | +10% | 97.55% | Variant |
| Revenue/Visitor | +12% | ||
| Average Products/Visitor | +14.45% | ||
| Average Order Value | +2.18% |
The impact of a normal cart page being replaced with an interactive slide cart (pop-up cart), easily accessible anywhere on the website, at any time was truly profound
Andra Baragan
At Ontrack Digital, we deliver highly specialized conversion optimization programs based on qualitative and quantitative research performed on-site and continuous experimentation. We have helped drive significant ROI gains for numerous eCommerce businesses through our data-driven conversion optimization programs. Our conversion optimization programs are best suited for ecommerce sites that generate over 7 figures revenue per year.
Convert’s aim is to create great experiences - for now & future generations. The only Climate Neutral Certified A/B testing platform out there, we have created a robust, affordable, feature rich testing platform that’s been an industry favorite for a decade.
But we are not in the business of optimization for profits. We are optimizing for the greater good with a Conscious Business approach, and the will to speak up for changes that will make the CRO space and the world better.
Try convert today
