The Rakuten team kicked off their cart page analysis by looking at the in-page behavior of two user segments: new visitors and returning customers.
For returning customers, the cart page was a central point of their navigation behavior. On the other hand, new users had higher scroll rates and were spending a longer time on the cart page, suggesting they had trouble understanding the page. Across both user segments, all non-buyers were spending 15 seconds longer on the page than converting users.
The team had a hunch that having a long, one-step checkout process on a single page was overwhelming customers and, ultimately, costing the company valuable sales.