Removing Extra CTAs From the Cart A/B Test

Heatmaps where clicks spread across buttons that do the same thing, or session recordings of visitors moving back and forth between them, suggest the repeated CTAs in the cart are splitting attention. If those repeats really cause hesitation, visitors head to the main CTA more directly and lose fewer people between the cart, checkout and the completed order. If most abandonment happens at checkout instead, look there first, and settle before launch which CTAs are true repeats and how the main action stays visible on mobile.

Order completion rate

Compare completed orders among visitors assigned to each cart experience.

Also track

• Primary CTA click-through rateMeasure clicks on the main checkout CTA in the cart.
• Checkout start rateCompare assigned cart visitors who proceed to checkout.

• CTAs to removePredefine only the CTAs that repeat the same action; keep controls that serve a different need.
• Primary CTAKeep its wording, position and visual style the same in both arms.
• FlowTrack transitions from cart to checkout and from checkout to completed order separately.
• DeviceCheck that removed CTAs are not needed for content or flow on mobile or desktop.
• TrackingVerify click events for removed CTAs and order-flow events before launch.

1. 1A lift in primary CTA clicks or checkout starts is not enough to ship. Base the decision on the order completion rate; the intermediate steps only show where shoppers drop off.
2. 2What you learn covers this cart layout and the specific CTAs you removed; test again in context before applying it to repeated CTAs on other pages. Check each device on its own, and confirm that the main CTA stays visible and easy to use on mobile and that the action needed to continue to checkout never disappears.
3. 3A flat or unclear order completion result does not yet mean that trimming buttons has no effect. Completed orders are rarer than cart clicks, so a clear read can take longer. Get the visitors needed per variant from the sample size calculator and divide that by the daily cart visitors each arm receives to estimate the run length.