About the client
The client is an Australian bed linen seller. They sell direct to consumers online and specialize in bamboo based products. They receive approximately 30,000 to 40,000 visitors per month,mainly via email, Google ads and Facebook.
The store had a healthy conversion rate. But they were looking to maximize revenue with conversion optimization.
As part of my CRO research I was looking at heatmaps and how users interacted with the mini-cart.
I discovered that many users would add to cart but not click from the minicart through to the checkout and complete the purchase. The original mini-cart design had ‘secure checkout’ and ‘continue shopping’ buttons next to each other.
The mini-cart buttons would also look ‘broken’ on some smaller screens
Hypothesis
My hypothesis was that if the ‘secure checkout’ button was made bigger and the ‘continue shopping’ button turned into a link, they would not compete with each other for attention.
This would result in more users clicking through to the checkout.
A/B Test Details
The key metric for a winning test was conversion rates. However I didn’t want revenue or products bought per user to drop as a consequence of less users continuing to shop and buy other products in the session.
Test Results
The test was an A/B test with a 50 / 50 split in traffic.
The test collected 36,134 sessions over 27 days.
- Version A (Control). Sessions 18,025. Transactions 688. Conversion rate 3.82%.
- Version B (Variant). Sessions 18,109. Transactions 765. Conversion rate 4.22%.
- Version B won the test with 97% likelihood to be the best and conversion rate uplift of 10.68%.
This result had the potential to increase revenue for the client by about $315k per year.
The change from a continue shopping button to a simple text link didn’t have a bad effect on the amount of product users bought.
Revenue per visitor increased by 13.5% and Average products per user increased by 13.37%.