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The overarching objective of this test was to improve conversions on their ethnic fashion wear E-commerce mobile website for the U.S traffic. Mobile traffic from the US had a 67% cart abandonment rate. They noticed that there was no visible CTA to push users to complete the purchase. They also observed that users were engaging heavily with the order summary, and was more of a distraction than a facilitator while users filled the checkout form.

Results

9.98% increase in purchases

8.95% increase in revenue

Sources

#96
Redesigning the Checkout Page

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