Case Study

Savings Presentation Test

Road Ready Wheels

Replacement Wheel Manufacturer

Industry: Automotive | Location: Chicago, IL

Overview: Better clarity of savings drives lift in progression rate to checkout and overall conversion rate.

case study: road ready wheels

1. About

Before this test, the Add to Cart > Checkout progression rate was only about 60%, and close to 50% of users abandoned their carts.

As a follow up experiment to a previous Add to Cart test, this test focused around better clarity of savings for the customer to influence Add to Cart > Checkout progression rates as well as CVR for users that added items to their cart.

OuterBox conducted a multi-context A/B experiment to update the order summary area in both cart and checkout with the following change: to display original price, discounted price, and total savings in closer proximity to items ordered for overall better visibility for the customer.


Road Ready Wheels Case Study Control


Road Ready Wheels Case Study Variation

2. Results

Cost Saving Incentives

Extrapolated using current data, this improvement from the test will lead to an estimated $30,700 in additional monthly revenue. The information learned here also reinforces our theory about the cost-savings incentive mindset of Road Ready Wheels customers, which will further guide additional on-site experiments to drive even further performance gains.

Checkout progression rate


Lift in Add to Cart > Checkout progression rate
Lift in conversion rate


Lift in conversion rate

3. Platform Support


The VWO Experience Optimization Platform improves key business metrics by empowering you to easily discover insights, test ideas, and improve engagement – across the entire customer journey.

  • VWO Testing
  • VWO Engage
  • VWO Insights
  • VWO Plan
  • VWO FullStack
  • VWO Services
VWO Platform Support


OuterBox has been an excellent partner in running these tests. From the original architecture of the concept, creation of the test plan, all the way through to the testing results and deliverable. The level of communication and detail the team provides is what makes the tests so successful. We have been extremely pleased with the internal performance but also the external customer-facing changes we have been able to make have been game-changing.

- Jonah Smith - Founder & CEO | Road Ready Wheels
case study: road ready wheels

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