EuropeanBeautyAllure (EuropeanBeautyNews) is a Shopify store selling mostly Lipsticks and other beauty products for customers in USA.
We started to work in September 2017 and it was the 2th A/B test that we decided to implement on this Shopify store.A/B testing hypothesis:
After short Heuristic analysis we have noticed that Cart page is too cluttered with different secondary elements and CTA-buttons that distract users' attention from main CTA-button (Proceed to Checkout)
In addition to it we have successfully finished previous A/B test where we got 15.5% Revenue uplift
by removing secondary CTA-button "Continue shopping"
Based on Heuristic analysis and results of previous A/B test, we expected that by removing all other distracting elements from Cart page, we will increase CTR of main CTA-button ("Get Special Discount"), Revenue and overall Ecommerce Conversion Rate.