Saved cart items on the homepage for returners: +14.7% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing returning shoppers their saved cart items at the top of Pvolve's homepage lifted conversion rate by 14.7%.
Visually ran this test with Pvolve, a fitness equipment and streaming brand, and published it as a Visually case study.
It works like a cart abandonment email, but on the site itself.
- Conversion rate: +14.7% with the on-site cart reminder.
- Only returning shoppers with items in their cart saw the change.
- Sample size, duration and confidence level were not shared.
The change
Returning shoppers see their cart and a checkout link first
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Returning shoppers with items in their cart saw the standard homepage.
Variant
Returning shoppers saw their cart items front and center on the homepage, with a clear link back to checkout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers who already chose products are close to buying. A reminder removes the need to rebuild the cart.
- The homepage is where many returners land, so the reminder meets them straight away.
- A direct path to checkout cuts the steps between arrival and purchase.
Caveats: Visually reported the result in its own marketing case study. Sample size, test length and statistical confidence were not shared. It is not clear whether the lift was measured across all visitors or only returning shoppers with a cart.
Who ran it
Visually ran this test for Pvolve 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 cart items on the homepage with a link to checkout, then more will complete the purchase because they can pick up where they left off.
- Primary metric
- Conversion rate (returning visitors with a saved cart)
- Guardrails
- Average order value
- Homepage bounce rate
- Cart abandonment email revenue
- Who should test it
- Stores with lots of returning visitors and high cart abandonment. It will do little if most traffic is new or carts rarely persist between visits.
Questions
What is on-site cart abandonment?
It means reminding returning shoppers of their unfinished cart on the website, instead of only by email. Pvolve did this on the homepage.
Does this replace cart abandonment emails?
No. It reaches shoppers who come back on their own, while emails bring back those who don't.
Run both and watch email revenue as a guardrail.
Who should see the homepage cart reminder?
Only returning visitors who still have items in their cart. Everyone else should see the normal homepage.
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