Cookie preferences

Essential cookies help make a website usable by enabling basic functions like page navigation and access to secure areas of the website. The website cannot function properly without these cookies.

Preference cookies enable a website to remember information that changes the way the website behaves or looks, like your preferred language or the region that you are in.

Statistic cookies help website owners to understand how visitors interact with websites by collecting and reporting information anonymously.

Marketing cookies are used to track visitors across websites. The intention is to display ads that are relevant and engaging for the individual user and thereby more valuable for publishers and third party advertisers.

Read our cookie policy
Converting customers: How to make sure they check out
A person holds a smartphone in both hands

Thanks for entering our draw; drum roll, please. 

Here are the results!

Result of plus 9% in sales for the checkout option with the view basket button

The variant with two CTAs was the winner.

  • When two options were available, we saw an increase of 22% of shoppers going directly to checkout rather than through their basket, showing us that viewing the basket before checkout is unnecessary.

    More visitors going to the checkout resulted in a whopping 9% rise in purchases, significantly impacting overall revenue.

    There was always a risk that changing any CTAs without experimenting first might negatively impact transactions and revenue. That’s why an experimentation programme is essential if you want to avoid this and increase conversions while reducing business risk.

    When we ran a follow-up experiment and removed the “Continue shopping” link, which we theorised was distracting users from the main CTAs, we saw a further 6% increase in transactions.

    By listening to your customers and observing their behaviour, we can build a programme of experimentation based on real insights and, over time, generate substantial growth for the performance of your website.

  • What is the prize?

    You have entered into a draw to win a free website CRO audit which will include the following:

    • A visual analysis of key pages with a CRO / UX lens
    • Examples of problem areas
    • Potential experiment ideas
    • A short presentation to go through the findings

    Best of luck!

    *Since we will not have access to analytics or user research, the audit is to demonstrate some experiment ideas based on our experience in CRO. If you would like a complete in-depth analysis of user behaviour on your site, we are happy to provide you with a quote.

Two people write on a whiteboard
Find out more about our Digital Performance Team