The minicart was redesigned to prioritize the checkout button and remove distractions. Discover how these changes impacted conversion rates and user behavior.
Minicart redesign increases checkout prominence and reduces distractions to boost conversions
Goal
Conversion rate
Result
-9.9% Conversion rate
Category
Cart
Outcome
Loss Prevented
Before
After
IF we move and restyle the checkout button to be more prominent and remove the chat button from the minicart, THEN minicart-to-checkout conversion rate will increase, BECAUSE the clearer CTA placement and reduced distractions will help users focus on completing their purchase.
The checkout button was restyled with a high-contrast color and lock icon to increase visual prominence. The recommendations widget and chat button were removed from the minicart view to reduce distractions. Spacing and layout were adjusted to create a cleaner visual hierarchy focused on the checkout action.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+8.5%
Click-through rate change
+5.0%
Change in amount of clicks
-3.2%
visitors
The minicart redesign drove +8.5% more click-throughs and reduced bounce rate by -4.8%, but conversion rate dropped -9.9% and revenue fell -20.83%. Stripping away the recommendations widget and chat button may have removed elements that actually helped users during the cart stage—product suggestions could have increased basket size, and the chat button may have resolved purchase hesitations. The prominent checkout button attracted clicks but didn't overcome the loss of supportive cart elements.
Detailed results breakdown
Add-to-cart rate change
-3.5%
Average order value
-13.2%
Click-through rate change
+8.5%
Lift in conversion rate
-9.9%
Change in revenue per visitor
-18.2%
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30,000+ Monthly sessions.
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