Case Study

A/B/n Testing New Cart Page Design

Scratches Happen

Scratches Happen provides custom touch up paint kits for automotive and motorcycle scratches.

Industry: Automotive Touch Up Paint Kits | Location: Salt Lake City, UT

new cart design test CRO

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.


Scratches Happen Cart Case Study Control


Scratches Happen Cart Case Study Variation

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.


Lift in Progression Rate to Checkout

4. 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

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