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An Easy Approach to Attract New Users and More Conversions

The Client

Car Covers eCommerce Site

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. 
Tags
Checkout, Simplified Checkout
Case Study Published
July 1, 2019

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. 

Checkout process

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

Desktop view of Shopping cart

V1 Mobile

Shopping cart image of platinum shield SUV cover

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:

Mobile view of Shopping cart

V2: Desktop

Shopping cart checkout process

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.

Daily chart
Cumulative chart

Version 2 was also a strong winner with new users with a 7.8% lift at 98% confidence. 

New vs Returning user image

Based on this strong performance, the client permanently implemented version 2.

NEXT STEPS

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