Overview
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.
Control
Variation
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.
14%
Lift in Add to Cart > Checkout Progression Rate
21%
Lift in Conversion Rate
Visual Web Optimizer (VWO)
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
“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
