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 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.
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.
Variation 1: Hide the Nav
V1 - Desktop
Variation 2: Remove all distractions
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.