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Clear Actions and a Concise Summary Yield 3.5% Progression Increase From Cart to Checkout

Horse lovers world-wide have learned to trust SSTack for all their equestrian needs because of the quality and value of their products. SSTack wanted customers to have that same level of trust and ease of service from their website. Trinity Insight evaluated the cart and checkout pages to help SSTack achieve their goals and best serve their customers. This image shows the cart page before the tested changes.

Trinity Insight recommended right aligning the cart summary to give it added emphasis and reducing the number of buttons on the page. In addition the “add to cart” call to action was emphasized and the Schneiders Promise Badge was added to give customers added confidence. This combination was then tested against the previous design to measure the effect. The winning page incorporated these changes and looked like this:

The page redesign resulted in a 3.5 % increase in the progression rate for customers going from the cart page to the checkout page. This resulted in a 3.4 % increase in orders. If the shopping cart has 50,000 visits in a month, with a simulated AOV of $200, SSTack would expect to see an approximate incremental revenue gain of $86,600.

Sample Data for SSTack Site with Tested Changes

433 Orders x $200.00 Avg Order Value = $86,600