Experiments that improve checkout pages in retail

Four experiments that reduce distraction, increase trust, and help more visitors complete their purchase. WHO: E-commerce & CRO teams INDUSTRY: Retail IMPACTED PAGES: Cart page, checkout flow, mini-cart Experiment 1: Removing distractions from the cart page Hypothesis: If messaging is adjusted and elements unrelated to a visitor’s purchase are removed from the cart page, focus will be dedicated to the transaction. Image source: Optimizely Results: +$5.