The Client
This eCommerce site is one of the highest-rated sellers of car covers in North America. Over the years, they have served tens of thousands of happy and satisfied customers with their high-quality and reasonably priced items.
The test ran in July of 2019.
The Business Need
The company wanted to hide the unnecessary details from the checkout page to prevent distractions and make the checkout process easier and faster. In return, this will generate more sales for the company.
They came to Conversion Team to see how these changes will affect the conversion rate.
Solution
Conversion Team created two tests: the first one accommodated all the client’s requested updates while the second version removed all possible distractions above the order summary.
Requested Updates:
Variation 1: Hide the Nav
- Above the Order Summary
- Hide the Summer Sale Banner with the clock
- Leave everything in the white banner alone
- Hide the black navigation
- Hide the additional Summer Special Sale banner
- Remove the Norton Badge at the bottom of the page
- Mobile - Hide the Cart Icon
- Mobile - Hide the pancake menu
V1 - Desktop
V1 Mobile
Variation 2: Remove all distractions
- Above the Order Summary
- Hide the Summer Sale Banner with the clock
- Leave everything in the white banner alone
- Hide the black navigation
- Hide the additional Summer Special Sale banner
- Hide the blue Gust Strap banner
V2 Mobile:
V2: Desktop
Results
Conversion Rate Increase
The conversion rate for both versions increased. Version 2 was the most successful at a 6.76% conversion rate increase with 98% confidence. Version 1 had a positive lift of 3.93% but only had 88% confidence.
The daily and cumulative charts showed V2 as a consistent winner as well.
Version 2 was also a strong winner with new users with a 7.8% lift at 98% confidence.
Based on this strong performance, the client permanently implemented version 2.
The bigger story is in the split: new visitors rose 7.8% while the returning base held steady, and our data on how new-visitor conversion rates compare to returning ones shows why first-time shoppers are usually the group with the most room to move.
What does the best CRO agency do differently? For this car-cover retailer, we segmented the entry experience so new-visitor conversion rose without risking the base.