Experiments

SIMPLIFIED CART HEADER

Simplified Cart Header

The Experiment in Action

Hypothesis

The more distracted a shopper is during checkout, the less likely they are to complete their purchase. The Simplified Cart Header reduces the number of elements in the mobile shopping cart header, thereby eliminating unnecessary distractions during checkout and increasing the likelihood of online mobile purchases.

CONTROL – MOBILE

Simplified Cart Header

TREATMENT – MOBILE

Simplified Cart Header - Treatment

Simplified Cart Header Experiment

How It Works

How It Works

All items not directly related to the checkout process or the continued shopping experience were removed from the mobile shopping cart design to create a simplified view. In cases where the simplified headers proved not to be effective, we progressively added header elements back to find a balance for reaching a boost in revenue.
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Why We Are Testing It

Typically, when shoppers reach the shopping cart page, they either want a speedy checkout or a quick way to continue shopping. Simplifying the header should create the easiest path to both, and improve the overall shopping experience leading to increased online mobile purchases.

Results: Simplified Cart Header Experiment

Average performance numbers are based on results from June 4, 2018 to September 15, 2019 from 62 merchant sites.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+0.66%+1.12%-0.27%596,838541,240
Device Type: DesktopDesktop
+2.94%+1.21%+1.38%529,674465,187
Device Type: TabletTablet
+2.01%+0.58%+1.30%102,02388,011

Results: Simplified Cart Header Experiment

Average performance numbers are based on results from June 4, 2018 to September 15, 2019 from 62 merchant sites.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+0.66%+1.12%-0.27%

Total Visitors: Treatment: 596,838 | Control: 541,240

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+2.94%+1.21%+1.38%

Total Visitors: Treatment: 529,674 | Control: 465,187

Device Type: TabletTablet
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+2.01%+0.58%+1.30%

Total Visitors: Treatment: 102,023 | Control: 88,011

Distribution of Average RPV Lift for All Traffic

Distribution of Average RPV Lift - Simplified Cart Header

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: Simplified Cart Header Experiment

What It Means

What It Means

Simplifying the mobile shopping cart header can lead to a boost in RPV across all devices. Finding the perfect balance between simplicity and functionality requires adaptive testing and we definitely recommend trying it for yourself to find the best configuration for you.

Findings from the 2018 Holiday Season

The 2018 holiday season (Nov 23 thru Dec 21 ) saw RPV Lifts of +6.10% for mobile and +3.29% for desktop, which are significantly higher than the lifetime performance. As with Coupon Collapse, the improvement in performance seems to be extremely well-pronounced on mobile.

Who Should Try It

The Simplified Cart Header Experiment is available to merchants with multiple elements in their cart header. It is recommended for merchants who are looking to decrease shopping cart abandonment.

Who Should Try It

The Simplified Cart Header Experiment is available to merchants with multiple elements in their cart header. It is recommended for merchants who are looking to decrease shopping cart abandonment.

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