Cart icon goes straight to cart, no pop-up: +14% CTR at Eastpak
Commentary byLiftArchiveOur analysis, not theirsEastpak sent mobile shoppers straight to the cart page when they tapped the cart icon, skipping a quick-view pop-up, and click-through rate rose 14%.
The bag brand ran the test, based on an idea from the Wingify Services team, and it was published as a VWO case study.
- Click-through rate: +14%. More shoppers moved forward toward checkout.
- No sample size, duration or confidence level was shared.
- The case study does not report an effect on orders or revenue.
The change
The quick-view pop-up is removed; the cart icon opens the cart page directly.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
On mobile, tapping the cart icon opened a quick-view pop-up of the cart first. Shoppers had to tap again to reach the full cart page.
Variant
Tapping the cart icon took shoppers directly to the shopping cart page, with no pop-up in between.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A shopper who taps the cart icon has already decided to look at the cart. The pop-up added a step they didn't ask for.
- Each extra tap on mobile is a chance to get distracted or give up.
- A full cart page gives more room to review items and find the checkout button.
Caveats: Only click-through was reported, with no sample size, duration or significance. The idea came from Wingify Services, the vendor that published the case study.
Who ran it
Eastpak ran this test for Eastpak and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Eastpak →
How to run this test on your store
- Hypothesis
- If tapping the cart icon goes straight to the cart page, then more shoppers will move on to checkout, because we remove a step they don't need.
- Primary metric
- Click-through from cart icon to checkout
- Guardrails
- Checkout completion rate
- Average order value
- Cart abandonment rate
- Who should test it
- Mobile-heavy stores that show a mini-cart or pop-up before the cart page. If your mini-cart already has a strong checkout button and upsells, test carefully, as it may be doing useful work.
Questions
Is a cart pop-up or a cart page better on mobile?
It depends on what the pop-up does. At Eastpak, skipping the pop-up and going straight to the cart raised click-through by 14%.
Do extra steps before checkout hurt conversion?
Often they do, especially on mobile. Removing steps that don't help the shopper decide is a common, low-risk test.
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