Flos USA cart page trimmed to essentials: +36.97% conversion
Commentary byLiftArchiveOur analysis, not theirsFlos USA trimmed its cart page to essential information, kept the header with a link to the cart, and saw a 36.97% higher conversion rate.
Wingify Services ran the test, which was published as a VWO case study.
The source labels the goal 'Add To Cart', so it's unclear exactly which step was measured.
- Conversion rate: +36.97% versus the original cart page.
- Metric: the goal is labeled 'Add To Cart' on a cart page test, so it likely means moving on from the cart, but that isn't confirmed.
- Orders and revenue were not reported for this test.
The change
The variant keeps just the cart lines, summary and checkout. Removed blocks are approximate.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original Flos USA cart page.
Variant
A cart page showing only essential information, with the header and its cart link kept in place.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A cart page with less on it keeps attention on the items and the checkout button.
- Keeping the header and cart link gave shoppers a familiar way around, so the simpler page didn't feel like a trap.
- Clearer information helps buyers of pricey items feel sure before they pay.
Caveats: The metric is unclear and no sample size, duration or confidence level was shared. Page details are only shown in screenshots, and the test was part of a 30-test program.
Who ran it
VWO ran this test for Flos USA 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 VWO →
How to run this test on your store
- Hypothesis
- If we strip the cart page down to the essentials, then more shoppers will continue to checkout because there are fewer distractions.
- Primary metric
- Cart to checkout progression rate
- Guardrails
- Completed orders
- Average order value
- Cross-sell revenue lost from the cart
- Who should test it
- Stores whose cart page is crowded with promos, recommendations or long text. If your cart is already lean or cross-sells drive a lot of revenue there, test carefully.
Questions
Should a cart page be minimal?
Often, yes. Flos USA saw a 36.97% conversion lift after keeping only essential information on the cart page.
Should I remove navigation from the cart page?
Flos USA kept the header and cart link in its winning version, so a simple page doesn't have to mean no way out.
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