Ali Demirbaş - Lab
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Cart & Checkout

Removing Extra CTAs From the Cart A/B Test

Removing CTAs that repeat the same action may keep attention on completing the order.

  • Cart
  • Order completion rate

Control vs Variant

How many are shown is the variable, not what they look like.

Changed
Quantity
Page
Cart
Difference
removed

Hypothesis

Keep the primary CTA and controls that serve a different purpose unchanged.

How to run this test

Primary metric

Order completion rate

Compare completed orders among visitors assigned to each cart experience.

Other metrics

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

What to check before and during the test

  • 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.

Setup mistakes to avoid

  1. 1Keep the main action needed to continue to checkout visible.
  2. 2Do not remove links or controls that serve a different purpose.
  3. 3Do not change the main CTA's wording, position or style along with the CTA count.
  4. 4Keep the main CTA visible and usable on mobile.
  5. 5Judge the result by completed orders, not clicks alone.