# Cart cut from 9 CTAs to 2 with a blue checkout button: +11.4%

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Layout, fonts & visual design
- Test run by: [KingsPoint](https://liftarchive.com/practitioners/kingspoint/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/nameon/
- Page: https://liftarchive.com/test/nameon-cart-fewer-ctas-blue-checkout-button/

Cutting the cart page from nine calls to action to two, and changing the checkout button from yellow to blue, lifted overall performance by 11.4%. KingsPoint, a Norwegian agency, ran this test for nameOn, a seller of embroidered personalized gifts, and it was published as a VWO case study. Two changes shipped together, so the lift can't be credited to either one alone.

## Result

**+11.4%**

- Overall performance: +11.4% at 99% statistical significance, reported as revenue.
- More visitors went from the cart to the checkout page during the test.
- The source says both e-commerce conversion rate and average order value went up, but gives no separate figures.
- The team had projected that a 10% lift in checkout visits would add about $8,500 a month. That was an estimate made before the test, not a measured result.

## Control

The cart page had nine calls to action, including newsletter sign-up, a Facebook like button and a link back to the home page. The checkout button was yellow.

## Variant

Every call to action was removed except "Welcome bonus" and "Continue to checkout". The checkout button was changed from yellow to blue so it stood out from the rest of the page.

## Why it likely won (our reading)

- Fewer links mean fewer ways to leave the cart. Newsletter and social buttons pull attention away from buying.
- With only two options left, the next step is obvious to the shopper.
- A button color that contrasts with the page makes the main action easier to spot.
- We can't tell how much came from removing CTAs and how much from the color change, because both shipped together.

## Caveats

Two changes were tested at once: removing CTAs and recoloring the button. The test ran for about six weeks; the $8,500 a month figure was a pre-test projection, not a measured outcome.

## How to run this test

- Hypothesis: If we remove secondary calls to action from the cart page and make the checkout button stand out, then more shoppers will continue to checkout because there are fewer distractions competing for attention.
- Primary metric: Cart-to-checkout click-through rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Newsletter sign-ups from other pages
- Who should test it: Stores whose cart page carries social, newsletter or browsing links next to the checkout button. If your cart already has one clear button, gains will likely be small.

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Credit: KingsPoint ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/nameon-cart-fewer-ctas-blue-checkout-button/).
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.