ReplaceDirect is one of the biggest parts and accessories retailers for notebooks and other mobile equipment in the Netherlands.
A Forrester study found out that shipping costs rank as the number one reason for shopping cart abandonment. ReplaceDirect decided to conduct A/B split testing on the checkout process to remove this barrier, and it slashed shopping cart abandonment by 25%.
ReplaceDirect tested their second step of the checkout procedure. It’s the page where customers are asked to fill out their personal information and shipping address. ReplaceDirect made several changes to the page, including adding an order overview, comprising the products, total costs and delivery date.
They also mention several benefits at this page that matched this step in the order process. Finally the page layout and form were redesigned with a cleaner look. Several fields, which were not absolutely necessary, were removed.
The new version performed significantly better, slashing shopping cart abandonments by 25%, and increasing sales by 14%.
The lesson learned is, in their own words, “Try to give the customers exactly the information they need at that particular page or section and leave out the redundant. Always put yourself in the customer’s shoes. This may not be easy so: test it!”
Are you continually testing your shopping cart to reduce its abandonment rate?