How Extra Steps Can Add Friction to the Sales Funnel

How Extra Steps Can Add Friction to the Sales Funnel

— The results

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10.0%

Ecommerce Conversion Rate

C100BD19-33B3-4B92-8899-6AE6594215EECreated with sketchtool.

12.0%

Revenue per Visitor

C100BD19-33B3-4B92-8899-6AE6594215EECreated with sketchtool.

2.18%

Average Order Value

The Client

Conscious Items is an online store selling a great collection of spiritual items for home and meaningful jewelry designed to keep the mind and body enlightened.

The Problem

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.

The Solution

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%.

The results

Conclusion

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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