How Extra Steps Can Add Friction to the Sales Funnel
— The results
As more and more people buy on mobile devices and the desire to compare products for the best “deal” becomes second nature, having to return repeatedly to the cart page introduces friction in the purchase funnel.
We’ve identified this as a major roadblock to increasing revenue per user, the average number of products per visitor and the overall ecommerce conversion rate.
Implementing a responsive, interactive cart will ease the user experience and simplify the entire sales funnel for website visitors. They will be able to quickly access their cart and compare products without having to load another page.
By simplifying the purchase funnel, we expect to increase the ecommerce conversion rate by 10%.
Our hypothesis has proven to be correct as the conversion rate has increased by 10.00% and the revenue per user by 12.00%.
The fact that users could access the cart anywhere on the website also influenced the average products per visitors, which recorded a 14.45% uplift. The new cart A/B test generated good results, which is why we’ve implemented it as the new control.
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