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CRO Experiment Idea Madewell - Cro Metrics

Madewell is known for providing denim-loving consumers with jeans that last a lifetime. Not only that, but they deliver timeless clothing pieces to those who want more sustainable options in their closets.

For many shoppers, Madewell is a no-brainer for their wardrobes. Yet, could Madewell’s checkout process be distracting potential customers from making their purchases? We could test that.

The Opportunity: Cart Distractions May Cause Customers to Leak Back Into the Site

When a shopper lands on Madewell’s checkout page, they’re not only met with their selected products, but also a ton of other links. This includes links that go to more products as well as links that lead to information about the company, careers, and top searches.


“Did I miss something?”

“Maybe I should go look at the sale section again.”

“Hey, I wonder if they’re hiring?”


Unfortunately, too many links and distractions may cause customers to “leak” back into the website or even close the window completely, resulting in a lost conversion.

The Control

CRO Experiment Idea Madewell - Control - Cro Metrics
Madewell’s helpful top navigation and footer might actually become distractions once a customer begins the checkout process.

Our Hypothesis: Removing Distractions Will Keep Customers Focused on the Cart & Upsell Carousel

In past experiments, we’ve found that reducing or eliminating cart distractions of any kind helps to emphasize the main action and keeps the focus on checkout. In fact, we’ve seen revenue increases of about 3% just by eliminating these distractions.

In one experience, our variation reduced some of the content distractions and elevated the upsell carousel, helping increase both checkouts and average order value (AOV).

It’s crucial to experiment with different checkout page layouts and functionalities to see what works best for your website and its visitors.

The Potential Fix: Remove All Unnecessary Distractions, Including Top Navigation

We would begin our test by removing the top navigation from the checkout page completely. We would also remove the links in the footer section of the website. This would remove link distractions while emphasizing the upsell carousel.

As a result, this would ensure customers have nothing to take their attention away from their purchase. We hypothesize this change would keep customers focused on their cart and the upsell carousel, thus increasing checkouts and AOV.

The Variation

CRO Experiment Idea Madewell - Variation - Cro Metrics
Could this streamlined checkout process provide more revenue per visitor? We could test that!

What Can Cro Metrics Test for You?

Are there elements on your website that are distracting your customers and leading to a lack of conversions? A few simple tests could help you uncover the truth. To learn more about our experimentation and optimization programs, send us a message.