A/B/n Testing New Cart Page Design

1. Project

Increase Progressions to Checkout

The Scratches Happen cart page lacked a clear hierarchy of importance and content to increase user confidence in the purchase. OuterBox’s conducted an A/B/n test on the cart page, with a goal of increasing user confidence and, thereby, increasing progression to checkout.

2. Approach

New Content Elements & Value Propositions

To help better present information a user might need to complete a purchase, Trinity reorganized primary cart content into separate product and pricing summary columns, bringing call to action elements up the page. We also incorporated three high level value propositions to validate the user’s decision to purchase.
 

Value Prop Addition Section

3. Results

Lift in Progression

The Scratches Happen cart page is now more intuitively presented to users considering a purchase. Not only is the page now designed with best design practices implemented, it also better displays value propositions, which increases customer confidence in making a purchase.