CART HEADER

INTRODUCTION

To keep shoppers focused on completing their purchase, merchants should take every effort to create a distraction free shopping experience.

Every effort must be taken to keep shoppers focused on finishing the sale Distraction must be kept to a minimum during the checkout process.

About The Cart Header Experiment

The Cart Header Experiment allows merchants to declutter their checkout pages through the use of simplified shopping cart headers. These simplified headers help merchants reduce shopper distraction during the checkout process.

WHO SHOULD USE IT

The Cart Header Experiment is a good option for merchants who have any of the following elements in their page headers:

APPLICATION OF THE CART HEADER EXPERIMENT

Before and After

Before

After

EXPERIMENT FINDINGS

The following outlines our hypothesis for the Cart Header Experiment and our findings following its application across both mobile and desktop shopping experiences.

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Experiment Hypothesis

Main navigation, search, and other elements located in the page header are diverting customer from proceeding through checkout.
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Study Application

## merchants tested this treatment as part of The Mobile Checkout Optimization Study. Overall, the treatment shows a most positive impact on mobile shoppers shopping through a tablet device.

RESULTS

Conversion Rate

Across the board, the inclusion of a simplified header had a minimal-to-neutral impact on conversions: smartphones (0.62%), tablets (0.62%), and desktops (0.99%).

  • Conversion Rate (%)

Revenue Per Visitor

Similarly, the stripped down header also had marginal to slightly negative impact on the RPV of each of smartphone (-0.74%), tablet (1.54%), and desktop (0.69%) sales.

  • Revenue Per Visitor (%)

Average Order Value

The Average Order Value of sales were also minimally impacted by the use of a stripped down banner at checkout, resulting in an impact of -0.84% for smartphones, 0.12% for tablets, and 0.29% for desktops.

  • Average Order Value (%)

READ ABOUT OTHER ON-GOING EXPERIMENTS

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