# Kiehl's cart and checkout test program: ~$1.6M extra revenue

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/kiehls
- Page: https://liftarchive.com/test/gap-kiehls-cart-checkout-test-program/

A program of cart and checkout tests on the Kiehl's Canada site cut abandonment at every checkout step and added about $1.6M in revenue. SplitBase ran the program for Kiehl's, part of L'Oréal, and published it as its own case study. The figure is a program total from many changes, and the individual tests are not described.

## Result

**~$1.6M extra revenue**

- Abandonment went down at every step of the checkout flow, per SplitBase.
- About $1.6M in additional revenue across the program.
- SplitBase reports a significant rise in conversion rate but gives no figure.
- This is a bundle of many tests and rollouts. The result can't be credited to any single change.

## Control

A new checkout flow that Kiehl's was piloting on its Canadian site.

## Variant

SplitBase researched the site, then tested and rolled out cart and checkout improvements step by step. The specific changes were not shared.

## Why it likely won (our reading)

- Starting with research meant tests went after problems shoppers actually hit, not guesses.
- Checkout is where buyers already intend to purchase, so small cuts in friction there turn straight into orders.
- Rolling out wins one at a time lets gains stack across steps of the flow.

## Caveats

Agency-reported program total from several bundled changes, with no sample sizes, durations or individual test results shared. The case study is undated.

## How to run this test

- Hypothesis: If we research where shoppers drop out of our cart and checkout and test fixes step by step, then abandonment will fall at each step, because each test targets a known friction point.
- Primary metric: Checkout completion rate, tracked step by step
- Guardrail: Average order value
- Guardrail: Payment error rate
- Guardrail: Revenue per visitor
- Who should test it: Stores with enough checkout traffic to run several tests in sequence, especially after a checkout rebuild. Small stores may not have the volume to measure each step separately.

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Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-kiehls-cart-checkout-test-program/).
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.