While analyzing their mini cart page, Grene’s team found that users were 1) assuming the “Free Delivery” USP to be a clickable button, hoping to find some extra details, 2) finding it difficult to see the sum total of each individual item in the cart and 3) scrolling to the bottom of the cart page to click on the “Go To Cart” CTA button. This was generating friction among users and slowing down funnel progression.
In the winning variation featured 3 integral changes: 1) a CTA button at the top of the mini cart to help users quickly transit to the main cart page. 2) A ‘remove’ button on the right side of each item (to avoid any unwanted clicks) and the sum total value of each product. 3) Size of the “Go To Cart” CTA button was increased to make it prominently visible.
2X increase in total purchased quantity
Visits to the cart page increased, declaring the variation as the winner with a 3.05% conversion rate against 2.91% from control