Prevent cart abandonment with a benefits ribbon on the cart page

For e-commerce companies, the most important metric is the checkout process conversion rate. This is the page that brings the actual revenue. Even a slight increase of 1% in the conversion rate can add a big amount of money to your business.

However, in terms of shopping cart abandonment, studies have shown that 7 out of 10 people leave the site after committing to the purchase process.

One of the main reasons for cart abandonment are the shipping costs and the lack of trust. To overcome these two, it is a good idea to show a ribbon on the cart page, which will include all the benefits, such as free delivery, possibility to return or exchange the product, warranty etc.

This is how you can create such an experiment:

Step 1. Create a new overlay

Select the ‘Overlay’ optionon the left side menu.

Then press on the ‘Create an Overlay’ button:

Filter the available overlay types by selecting ‘Ribbon left/right/top/bottom’ and choose a template from the list (or, create your custom personalized one). We will choose for this example a Ribbon bottom.

Then choose the ‘On load’ trigger:

Step 2. Edit the template

Edit the overlay using the options from the left side menu. For this example, I edited the template name and I set the ribbon to appear from the bottom, but all the features are customizable.

Edit the text using the editing menu on the right side.

In the code window, I created three more texts like the first one and I deleted the button section because I only want to have the four benefits displayed. You can make any changes that you want.

After you have made the changes in the code editor, press the ‘Update Code’ button and this is how the ribbon will look like:

Step 3. Set the audience and the segmentation

To choose your audience, enter the URL of the page(s) where you want to trigger the experiment at “Manage the pages where you want to run this experiment”. I have set the ribbon to appear only on the cart page.

Then create or select a segment:

Set up also the device type segmentation and frequency:

Step 4. Set the traffic allocation and goals

Move the blue slider to allocate and split the traffic between Control and Variation(s):

Then set up the goals that you want to track, either select from the list or create new ones:

When you click on the red button, this window will show up:

Step 4. Schedule and publish the ribbon

The final step is to make the settings for the experiment scheduling and then you can set it live:

DON’T FORGET: After each time you publish or update an experiment, you have to wait 3-4 minutes until it will be visible on your website. If you want to see the changes live instantly, install the OmniTool extension that helps bypass the cache system which generates the delay. You can download OmniTool here.