# Distraction-free mobile cart redesign: +23% revenue

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Layout, fonts & visual design, Reviews & star ratings, Navigation & mega menus
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/hush-blankets/
- Page: https://liftarchive.com/test/hush-blankets-mobile-cart-redesign/

A redesigned mobile cart with no header or footer navigation, no poor reviews and automatic quantity updates lifted revenue by 23% for weighted blanket brand Hush Blankets. Wingify Services ran this A/B test, published as a VWO case study. Three changes shipped together, so the result belongs to the redesign as a whole, not to any one of them.

## Result

**+23% revenue**

- Visits to the checkout page: +10.52%, so more shoppers moved past the cart.
- Purchases (thank-you page visits): +15.48%.
- Revenue: +23%. The source estimates this at about $337,000 a year, which is a projection, not a measured figure.

## Control

The mobile cart had a hamburger menu in the header and navigation links in the footer. It showed some poor customer reviews, and shoppers had to update the cart by hand after changing a quantity.

## Variant

The header menu and footer links were removed, the poor reviews were taken off, and the cart updated itself as soon as the quantity changed.

## Why it likely won (our reading)

- The cart had many links back to top-of-funnel pages, and those links drew a lot of clicks. Removing them left checkout as the obvious next step.
- Shoppers in the cart are close to buying. Poor reviews at that moment can plant doubt right before checkout.
- Auto-updating quantities removed a small but annoying extra tap on mobile.

## Caveats

Three changes were bundled, so we can't say which one drove the lift. The test ran for 14 days on all mobile cart traffic; sample size and significance were not shared, and the data dates from around 2020.

## How to run this test

- Hypothesis: If we remove navigation and other exit links from the mobile cart and make quantity changes update instantly, then more shoppers will reach checkout because there are fewer distractions and less effort.
- Primary metric: Cart-to-checkout rate
- Guardrail: Purchase conversion rate
- Guardrail: Average order value
- Guardrail: Cart page exit rate
- Who should test it: Stores whose mobile cart has lots of outbound links or extra content that pulls people away. If your cart is already lean, or shoppers often go back to keep browsing and add more, removing navigation may cut order value.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hush-blankets-mobile-cart-redesign/).
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.