Shipping costs too late
The surprise in the cart is the classic reason for abandonment. That test belongs on the product page, not in checkout.
E-For online shops
In a shop only
one number counts.
More clicks on “Add to cart” are nice. What decides it is revenue per visitor, because a variation can raise conversion and lower order value at the same time.
The pattern
Three places where shops
leave money on the table.
Product images in catalogue order
The cut-out shot first is convenient for catalogue maintenance, rarely convincing for a purchase.
Delivery time instead of delivery date
“2 bis 4 days” is a statement. “With you on Thursday” is a promise.
Concretely
Where to start
Product page: first line
Benefit instead of product name. Goal: revenue per visitor.
Shipping note moved up
Free delivery above X, visible next to the price. Goal: purchase.
Image order
In use first. Goal: revenue per visitor, guardrail: returns.
Cart progress
X more for free shipping. Goal: average order value.
Measuring
The right goal
The primary goal is the purchase with revenue. Add-to-cart runs alongside as an additional goal so you can see where a variation works and where it fizzles out. The return rate makes a good guardrail as soon as you can measure it.
Sample size and runtimeMatching platforms
Other industries
Elsewhere it looks different.
Make your next change an informed one
Less guesswork.
More now we know.
One question is a good place to start.