It can be tempting to do too much, but in doing so this increases cognitive load and reduces the likelihood of conversion. Pacer audited the entire checkout journey for a Jewelry brand and noticed that the biggest drop off was seen between Add-to-Cart and Checkout Start. We hypothesised that removing the upsell mechanic and validating product selection with a cleaner and less cluttered UI would increase the likelihood of conversion. The result was a 21% increase in profit per visitor.

Working with a popular Mom & Baby brand in the US, we were brought on to AB test their way to growth, however we noticed some deeply problematic issues with both functionality and UI on the Product Page. We recommended that the client take a big swing to correct some fundamental issues with their store, so between our analysts, designers and developers, we rebuilt a product page template which improved product discovery and most importantly elevated conversion rates to + 33% and profit per visitor to +23%.

Progression from the add-to-cart to checkout start was below benchmark, which meant there were areas of opportunity in the journey which can be improved. Avg back size was 1.1 so we knew AOV increase shouldn’t be the focus, but rather the conversion rate. Our solution focused on supporting product selection with a side-cart which included social proof to build confidence in the purchase, but also leaned into the product quality with larger assets. The results was a +13% increase in revenue per visitor which would generate +$1.2m in incremental revenue.