Clear Cart and Remove Items buttons can be useful but they also encourage shoppers to reevaluate their purchasing decisions. By removing or de-emphasizing these non-essential buttons, merchants will reduce distractions in the critical checkout funnel, streamline the checkout process, and increase conversion rates.
THE RESULTS SO FAR*
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
THE EXPERIMENT IN ACTION
CONTROL – MOBILE
TREATMENT – MOBILE
What We Are Doing
We removed any buttons that clear the entire Cart. We also replaced individual Remove Item buttons with a subtle grey X icon. De-emphasizing the buttons to remove individual items will only be noticed by the users who really need to use them.
Why We Are Doing It
Once shoppers reach the cart page, they’re usually ready to checkout. At this point, screen real estate is precious. Each button in the user interface is a distraction and creates a lag time for visual processing—and an opportunity for the user to become distracted or take an unwanted action.
ANALYSIS OF DATA
What It Means
So far, none of the merchants testing this have seen positive RPV lifts and most saw slightly negative impacts. The data suggests that any benefits gained from the removal of potential distractions were negated by the potential confusion or frustration from the absence of this familiar functionality.
WHO SHOULD USE IT
Despite the results, any merchant that has a Clear Cart button or Remove Item buttons that seem distracting could consider trying this experiment, with customizations fitting the consumer behavior of the site.