Talk to a humanThe minicart put a high-contrast checkout button first and dropped the chat widget and recommendations. Sales fell, and testing showed the cost.
A Checkout-First Minicart Redesign Cuts Conversion Rate 9.9%
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 will increase because a clearer call to action and fewer distractions help shoppers finish their purchase.
What We Changed
- Restyled the checkout button with a high-contrast color and a lock icon.
- Moved the checkout button to the most prominent spot in the minicart.
- Removed the product recommendations widget and the chat widget from the minicart.
- Adjusted spacing on both mobile and desktop.
The Results
How the new version compared with the original, across all devices.
-9.9%
Conversion rate
-18.2%
Revenue per visitor
-13.2%
Average order value
Key Learnings
- Conversion rate fell 9.9% and revenue per visitor 18.2%, and the original had a 77.6% probability of performing better.
- Click-through rate rose 8.5%, so more shoppers left the minicart for the next step, but fewer finished an order.
- Average order value fell 13.2%, which may reflect the missing product recommendations.
- The test ran only 7 days, so the size of the drop is uncertain. Conversion fell on both mobile and desktop, though.
Detailed results breakdown
Conversion rate
-9.9%
Revenue per visitor
-18.2%
Average order value
-13.2%
Orders
-8.8%
Click-through rate
+8.5%
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Inconclusive
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