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 shopping cart header, thereby eliminating unnecessary distractions during checkout and increasing the likelihood of a completed sale.
THE RESULTS SO FAR*
RESULTS DISTRIBUTION
*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 Did
All items not directly related to the checkout process or the continued shopping experience were removed 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.
Why We Did It
Typically, when shoppers reach the 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.
ANALYSIS OF DATA
What It Means
Simplifying the cart header can lead to a dramatic boost in RPV, particularly for mobile-driven revenue. Mobile users are often multi-tasking and highly distracted, so it makes sense that any measures taken to simplify the checkout process and remove distractions will have a positive impact on revenue. Finding the perfect balance between simplicity and functionality requires adaptive testing and we definitely recommend trying it for yourself.
WHO SHOULD USE 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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