# Category links on the checkout page: +10.45% checkout clicks

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Empty-cart states, 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/kutts/
- Page: https://liftarchive.com/test/kutts-checkout-category-links/

Adding links to the main product categories on the checkout page lifted clicks on the checkout button by 10.45%. Wingify Services ran this A/B test for Kutts, a Swedish men's grooming store, and it was published as a VWO case study. The measure was button clicks, not completed purchases.

## Result

**+10.45% checkout clicks**

- Clicks on the checkout CTA: +10.45% with category links added.
- This is a click metric. The effect on finished orders and revenue was not shared.
- Statistical significance and sample size were not shared.

## Control

The checkout page had no links to product categories, even though many visitors reached it by clicking the cart icon with an empty cart.

## Variant

The checkout page added links to the main product categories, giving visitors a quick way back into the range.

## Why it likely won (our reading)

- Visitors who opened an empty cart hit a dead end before, and the links gave them somewhere useful to go.
- Quick routes to categories may have helped some shoppers add items and come back ready to check out.
- Links on a checkout page can also distract, so watching completed orders matters here.

## Caveats

The metric is clicks on the checkout button, not purchases. No significance or sample size was given.

## How to run this test

- Hypothesis: If we add links to our main categories on the cart and checkout page, then more visitors will go on to check out because an empty cart will no longer be a dead end.
- Primary metric: Completed orders per checkout page visitor
- Guardrail: Checkout button clicks
- Guardrail: Checkout abandonment rate
- Guardrail: Average order value
- Who should test it: Stores where analytics show many visits to an empty cart or checkout page. It is less likely to help, and may distract, if most checkout visitors already have full carts.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/kutts-checkout-category-links/).
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.