The Process.
Our CRO team constantly analyse the Eatlean Cheese website to pinpoint any areas that require improvements. We heavily rely on data to ensure the key funnels of the Ecommerce website are performing as expected.
Through this analysis process, the team pinpointed exit rate issues with the cart. The data allowed our team to see a high amount of users were exiting the website once on the cart and not progressing through the checkout. Some issues that were flagged were:
1. Products lines in the cart were very difficult to read
2. Product total costs were confusing
3. The cart was overwhelming with many different options and upsells.
Our design and development team implemented a new version of the cart which had a much cleaner and clearer design, allowing the customer to easily read the cart information and progress through the checkout.
With the new version of the cart ready to go live, we A/B (split) test this through our custom written code, to present the new version of the cart to 50% of users, and the original version of the cart to 50% of users.
We tested the two versions for 2 weeks, to prevent any anamolies and to ensure both version had a good amount of traffic. After the 2 weeks had passed, we analysed the two versions and the results were very positive!
