Cart Page Redesign Leads to Mixed Impact
Explore how an updated product page layout led to an 11.1% drop in conversions but a notable 14.8% rise in average order value.
Metric
Conversion rate
Lift change
-11.1%
Control
Variation
If we simplify the checkout process by decluttering the cart, then conversions will increase because users will find it easier to complete their purchases.
What We Changed
- Reduced form fields for quicker entry.
- Enhanced mobile responsiveness.
- Optimized page load speed during checkout.
Detailed breakdown
Conversion Rate
-11.1%
Average Order Value
+14.8%
Revenue
+3.64%
Bounce Rate
+11.2%
Key Learnings
- Fewer form fields did not boost conversion rate as expected.
- Mobile optimizations were crucial but need refinement.
- Increased bounce rate suggests need for further UX improvements.
