During the AB testing phase of the rollout, the team leveraged the page comparator tool to measure the performance of each variant, and used live zoning to understand how customers were interacting with every element of the new checkout. By analyzing click recurrence and time spent on page, the team was able to gauge whether the new design was making it easier or harder to complete purchases.
Watching replays of user sessions allowed the team to confirm which areas were causing friction and to access a better understanding of why users were struggling in the first place.
The third issue the team uncovered was that a segment of customers were clicking on the cart icon to checkout and being led to an empty screen with no messaging or direction for the user. Locating this error and fixing it allowed Orvis to recover conversions that would have otherwise been unnecessarily lost.