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.

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.