Cart items shown at top of homepage: +5.4% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsFresh Clean Threads showed shoppers the items left in their cart at the top of the homepage, with a quick link back to the cart, and conversion rate went up 5.4%.
Visually ran the test for the apparel brand and published it as a Visually case study.
Later tests found different formats worked best for new and returning shoppers.
- Conversion rate: +5.4%.
- Follow-up tests found a popover dropdown worked best for returning shoppers and a product slider for new shoppers. No numbers were shared for these.
- Sample size, test length and statistical confidence were not shared.
The change
Shoppers with a saved cart see their items at the top of the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage looked the same whether or not a shopper had items waiting in the cart.
Variant
Shoppers with items in their cart saw them at the top of the homepage, with easy navigation back to the cart.
Why it likely won
Our reading of the result, not the practitioner's claim.
- It works like an abandoned-cart email, but on site, at the moment the shopper comes back.
- Shoppers don't have to remember or search for what they picked, so picking up where they left off takes one click.
- The homepage is often where returning visitors land, so a reminder there reaches them early.
Caveats: This comes from a testing vendor's own case study. Sample size and statistical significance were not shared. Test length was also not shared.
Who ran it
Visually ran this test for Fresh Clean Threads and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show returning shoppers their saved cart items at the top of the homepage, then more of them will check out because they can go straight back to their cart.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Homepage bounce rate
- Clicks into collections and new products
- Who should test it
- Stores with lots of returning visitors who add to cart but don't buy on the first visit. It probably won't help if most of your traffic lands on product pages from ads, or if carts are rarely left behind.
Questions
What is onsite cart abandonment?
It means reminding shoppers of their unfinished cart while they are on your site, not only by email.
Fresh Clean Threads showed the items at the top of the homepage and saw a 5.4% lift in conversion rate.
Should new and returning shoppers see the same cart reminder?
Not always. In follow-up tests, Fresh Clean Threads found a popover dropdown worked best for returning shoppers and a product slider for new ones.
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