# Cutting the extra cart-page step before checkout: +5.6% checkout rate

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Checkout steps, fields & flow, Cart drawers & slide carts
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/bonfide
- Page: https://liftarchive.com/test/bonafide-skip-cart-page-redirect/

Bonafide Health tested a redirect that removed an extra cart-page step on the way to checkout, and checkout rate went up 5.6%. More shoppers also answered its how-did-you-hear-about-us question. Visually suggested and ran the test for the women's health brand and published it as a Visually case study.

## Result

**+5.6% checkout rate**

- Checkout rate: +5.6% with the shorter path.
- Attribution: a larger share of shoppers filled in the how-did-you-hear dropdown, so Bonafide didn't lose the data it wanted.
- Sample size, test length and statistical confidence were not shared.

## Control

Clicking checkout in the cart drawer sent shoppers to a separate cart page with a how-did-you-hear-about-us dropdown, and only then to checkout.

## Variant

A redirect removed one of the two cart steps, so shoppers had one less screen before checkout. The source isn't clear about exactly where the attribution dropdown ended up.

## Why it likely won (our reading)

- Each extra screen before checkout is another chance to leave. Removing one helped more people get through.
- Going from a cart drawer to a second cart page can feel like repeating a step, which adds friction.
- With one cart screen instead of two, shoppers may have been more likely to notice the attribution question. This is our reading; the source doesn't say.

## Caveats

The case study does not fully explain where the attribution dropdown moved. This comes from a testing vendor's own case study, and sample size, test length and significance were not shared.

## How to run this test

- Hypothesis: If we remove the extra cart page between the cart drawer and checkout, then more shoppers will reach checkout because there is one less step to get through.
- Primary metric: Checkout rate (share of carts that reach checkout)
- Guardrail: Attribution survey response rate
- Guardrail: Average order value
- Guardrail: Upsell or cross-sell revenue from the cart page
- Who should test it: Stores that have both a cart drawer and a full cart page in the path to checkout. If your cart page carries upsells or info that shoppers rely on, watch order value closely.

---

Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/bonafide-skip-cart-page-redirect/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.