15.5% Revenue Increase by Removing 1 distraction element
from Cart page
Shopify Customer: EuropeanBeautyallure (EuropeanBeautyNews)

Short Description of A/B test: Based on Heuristic analysis of Conversion funnel, we have figured out that Cart page was too cluttered with different elements, so there were too much distractions from main CTA-button. That's why we implemented first simple A/B test on Cart page while continued to do all other types of analysis to get more insights.

Key Results:
  • 15.5% Revenue Increase
  • 22.6% Ecommerce Conversion Rate Increase
  • 29.9% Conversion Rate increase from Cart page to Checkout page

CRO toolkit used:
  • Heuristic Analysis
  • A/B testing with Visual Website Optimizer

Technical Details of A/B test:
  • Length: from 01.09.2017 to 07.09.2017
  • Targeting: All Mobile users that visited Cart page
  • A/B testing tool: Visual Website Optimizer integrated with Google Analytics
  • Statistical significance of results - 95%
  • Sample Size: 625 (Control) and 579 (Variation)
  • Number of Conversions: 121 (Control) and 135 (Variation)

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 1th 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)

Based on it, we expected that by removing secondary CTA-button from Cart page, we will increase CTR of main CTA-button ("Get Special Discount"), Revenue and overall Ecommerce Conversion Rate.

We implemented this test as it was pretty obvious that Cart page can be easily improved without deep analysis, but we need to say that all types of CRO methods (User Behaviour analysis, Google Analytics analysis, Competitor analysis) were also used while we worked with this customer.

Control and Testing Variation in this A/B test:
Split-testing using Visual Website Optimizer

For A/B and Split testing we have chosen Visual Website Optimizer as it's one of the most powerful tool on the market and it can be easily integrated with Google Analytics for deep post-analysis.

Secondary CTA-button was hidden using CSS styles in Visual Editor of VWO.
A/B-test was started on 01.09.2017 and was stopped on 07.09.2017.

As a result of this A/B-test, we increased:
1. Revenue by 15.5%
2. Ecommerce Conversion Rate by 22.6%
3. Conversion Rate from Cart page to Checkout page by 29.9%

Split-testing rules:
- Results were statistically significance with 95%;
- A/B test was active within the whole week;
- A/B test was active within more than 2 Business Cycles (as 90% of all transactions happens on the first visit) ;
- Both variations had more than 100 Conversions

Learnings for further A/B tests:
1. We can increase CR by removing secondary CTA-buttons that distract user
2. We should continue optimizing Cart page to make it more focused over 1 CTA-button (remove footer, cross-sell)
Ecommerce Data from Google Analytics report
Statistical Significance of A/B testing results
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