cart page

How redesigning the Cart Page improved Transactions by 22%

client background
Client Background

Our client is an Electrical supplies ecommerce store based in UK and Ireland. Customers preferred their products due to their high quality offerings and exceptional customer service.


Our client was investing heavily in user acquisition but their conversion rate was not improving. They were concerned about the fact that their user base was increasing but it was not resulting in more transactions or sales.

Client then contacted Tatvic & opted for our Conversion Rate Optimization Services. Tatvic identified the problem areas on client’s site & planned several AB Test with different hypothesis using the Revenue Optimization Framework.

Tatvic adopted a data-driven approach to identify problem areas for the site which could be potentially optimized using AB tests. One such area was Cart Page performance. Looking at their GA data, Tatvic identified that their cart pages were sending very small amount of traffic (only 37%) to checkout pages. Additionally, these pages had a very high exit rate. The high amount of exits at the lower end of the shopping funnel was one of the major causes of low conversions rate.

approach to solution _ hypothesis
Approach to Solution

To understand user behavior on Lead Gen Form pages, Tatvic implemented customized event tracking and custom variables/dimensions through Google Tag Manager (GTM).

Tatvic started working on tracking different steps (i.e. form fields) using virtual pageviews in Google Analytics. Using virtual pageviews, funnels were built in Google Analytics to understand the user’s journey through form fields & user abandonment rate.

Tatvic also collected metadata of form’s placement, form positioning and No. of fields in a given form and defined KPIs such as form start rate, form completion rate, form abandonment rate to analyze the performance of the forms.

Analysis provided several potential ideas for A/B tests and usability changes. From an initial observation and analysis of the funnel data, it was discovered that several form fields were causing extraordinary drop-off. This led us to carry out A/B Tests on those form fields as well as form orientation in order to boost the form conversion rates.


Increase in Lead Submission

Tatvic carried out A/B test on form fields which were causing extraordinary drop off. The input method of the form field was changed to a user friendly drop down field. This small change resulted into 110% increase in number of lead submissions for Paychex.

Tatvic also conducted A/B tests for aligning some of the forms at the right hand side of the page and removed sidebar links & other content to eliminate distraction. This test resulted into 59 % improvement in form start rate and 48% in lead submissions.

Implementation of form field tracking using Virtual Pageviews, helped Paychex identify users who started filling the form but did not submit. Paychex could also use ‘Remarketing’ to target all these users.

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