How Orvis increased cart conversion by +5% by fixing issues in its checkout journey
The challenge
In 2019, Orvis launched its most ambitious digital project to date — a rebuilding of the entire eCommerce website from the ground up. With the current website almost 20 years old, the team needed to understand how the Orvis customer wants to shop and experience the brand in 2020.
The UX team’s first rollout was a new checkout flow, designed to simplify the conversion process for customers.
The solution
During the A/B 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.
Before Contentsquare we were kind of blind to what our shopping behavior"
Lauren Hatch
UX Research Manager
Orvis
The results
After pinpointing issues and fixing obstacles, the team reported a +5% increase to cart conversions across devices. For the checkout specifically, conversions went up +16% on desktop and +2% on mobile.