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
TREATMENT – MOBILE
Simplified Cart Header Experiment
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 | Average Lift | Total Visitors | |||||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| +0.66% | +1.12% | -0.27% | 596,838 | 541,240 | ||
| +2.94% | +1.21% | +1.38% | 529,674 | 465,187 | ||
| +2.01% | +0.58% | +1.30% | 102,023 | 88,011 |
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*
Mobile |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+0.66% | +1.12% | -0.27% |
Total Visitors: Treatment: 596,838 | Control: 541,240
Desktop |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
+2.94% | +1.21% | +1.38% |
Total Visitors: Treatment: 529,674 | Control: 465,187
Tablet |
Average Lift | ||
Revenue per Visitor (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
*These results reflect the average findings for all participating merchants and are not guaranteed for all users.
Data Analysis: Simplified Cart Header Experiment
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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