Cart drawer optimization: Removing friction to increase checkout progression
Data-driven UX enhancements for a premium skincare experience
Overview:
The client’s cart experience included an interruptive sample-selection modal that disrupted checkout flow and created friction at a critical decision point. While intended to increase engagement, the modal introduced cognitive overload and delayed progression to checkout.
Primary Metric: Add To Checkout
Hypothesis: If the sample selection experience is repositioned from an interruptive modal to an optional cart-drawer experience — while improving checkout CTA visibility and keeping the drawer open — then customers will experience less friction and progress to checkout at higher rates.
Strategic Changes Implemented
Removed interruptive modal experience
Repositioned sample selection into cart drawer
Improved visual hierarchy and checkout CTA prominence
Kept cart drawer open to maintain forward momentum
Reduced cognitive load at decision stage
Hid the Chat on Cart Drawer
Outcome/Takeaway:
Optimizing the cart drawer experience by reducing interruption, improving CTA visibility, and maintaining flow meaningfully increased checkout progression and overall conversion.
Variation Resulted In:
+111% in Checkout Completion
+26% in Checkout initiation
+157%% in CVR
+46% in Revenue
Observed Impact:
Checkout initiation and completed purchases increased significantly and remained elevated throughout the 90-day post-launch analysis period, indicating sustained improvement in cart-to-checkout flow.