Experiment Teardown - Automatically Opening the Side Cart After ‘Add-to-Cart’ Increased Checkout Completions by 13.6%

After adding a product, shoppers had to find and open the cart before continuing to checkout - an extra step that could interrupt momentum, especially for a considered purchase like premium skincare. We tested whether opening the side cart automatically would create a smoother path to purchase.

Hypothesis: If the cart opens automatically the moment a shopper adds a product, the next step is right in front of them and more will move on to checkout.

What We A/B Tested:

The impact:

1. +13.6% reached checkout
2. +9.5% purchase conversion
3. +13.9% revenue per visitor

Takeaways:

• Bring the next step to the shopper. These shoppers had already added an item, so the intent was there. Opening the cart for them instead of making them go find it helped more of them reach checkout.