# Flos USA cart page trimmed to essentials: +36.97% conversion

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/flos-usa/
- Page: https://liftarchive.com/test/flos-usa-cart-page-essentials-only/

Flos 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.

## Result

**+36.97% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Completed orders
- Guardrail: Average order value
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/flos-usa-cart-page-essentials-only/).
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.