Fonq is a Dutch ecommerce company focussed on living, cooking and livestyle. They wanted to improve the checkout process.
Research
Fonq implemented heatmaps and click event tracking. They found out that most visitors were clicking the shopping cart icon (a red notification indicating the number of products) in the top right corner. In fact, most of these clicks were from visitors who were already in the shopping cart, and this behavior was particularly prevalent on mobile devices.
Hypothesis
Changing the color of the shopping cart icon from red to grey will increase the checkout conversion, because the red color is too distracting.
Results
After three weeks of testing, the calculated sample size was reached.
- The test produced an increase in conversion rate of 2.1% across all devices.
- The percentage of customers who were distracted and clicked on the shopping cart icon decreased by 40% on desktop and by 27% on mobile.
Learnings
Even small changes can have an impact. A general best practice is to have your desired action – in this case the checkout button – stand out. Not an icon that leads your visitor backwards in the funnel.
Test details
| Test element |
Symbols / Icons
|
| Page type |
Checkout |
| Test date |
September 2017 |
Website information
| Company |
Fonq |
| Website |
www.fonq.nl |
| Market |
Consumer goods, E-Commerce |
