The Experiment in Action
Hypothesis
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.
CONTROL – MOBILE
TREATMENT – MOBILE
De-emphasize Clear Cart/Remove Items Experiment
Results: De-emphasize Clear Cart/Remove Items Experiment
Average performance numbers are based on results from August 17, 2018 to September 15, 2019 from 6 merchant sites.
Average Experiment Results So Far*
Device Type | Average Lift | Total Visitors | |||||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| -4.56% | -2.20% | -2.45% | 56,232 | 64,874 | ||
| -2.07% | +0.20% | -2.05% | 21,048 | 21,770 | ||
| -2.69% | -0.68% | -1.15% | 4,643 | 5,008 |
Results: De-emphasize Clear Cart/Remove Items Experiment
Average performance numbers are based on results from August 17, 2018 to September 15, 2019 from 6 merchant sites.
Average Experiment Results So Far*
Mobile |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-4.56% | -2.20% | -2.45% |
Total Visitors: Treatment: 56,232 | Control: 64,874
Desktop |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-2.07% | +0.20% | -2.05% |
Total Visitors: Treatment: 21,048 | Control: 21,770
Tablet |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-2.69% | -0.68% | -1.15% |
Total Visitors: Treatment: 4,643 | Control: 5,008
Distribution of Average RPV Lift for All Traffic
*These results reflect the average findings for all participating merchants and are not guaranteed for all users.
Data Analysis: De-emphasize Clear Cart/Remove Items Experiment
Who Should Try 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.
Who Should Try 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.
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