Conversion Rate Optimization Experiment Idea for Patagonia - Cro Metrics

Patagonia is more than just a company selling outdoor wear and gear. They’re on a mission to save our planet. Dedicated to the cause, Patagonia’s 1% for the Planet initiative is a self-imposed tax used to support environmental non-profits. Beyond their activism, Patagonia enables thousands of outdoor enthusiasts to keep exploring with safe and supportive outerwear, workwear and beyond.

Customers of Patagonia can feel fulfilled knowing their purchases will impact the greater good. Yet, is the Patagonia checkout experience hindering those purchases?

We could test that.

The Problem: Shopping Carts Are No Place for Distractions

The cart is a crucial area within the sales funnel. It is where the customer will decide whether or not to complete their purchase. Unfortunately, distractions can take away from the cart experience, resulting in negative impacts on conversion. Distractions can also cause unnecessary drop-off that hinders the main action: check out.

Patagonia’s checkout includes a top navigation menu, which is a massive distraction and an easy avenue for leaving the cart. Plus, the checkout call-to-action (CTA) on mobile falls too far down on the page. Visitors may not make it to the CTA, causing potential drop-off.

The Control

Conversion Rate Optimization Experiment Idea for Patagonia - Control
The distractions in the checkout process could be hurting Patagonia’s revenue.

Our Hypothesis: Removing Distractions Will Increase Conversions

It’s been shown that removing distractions in the cart can improve checkout experiences. According to the Baymard Institute, 69% of shoppers will abandon their carts. Distractions are a huge factor involved in cart abandonment.

According to Baymard, “You obviously can’t control the external forces but you can control the distractions on your site and make the checkout process distraction-free. Obviously, the longer it takes to complete your checkout, the higher the risk of external distractions kicking in.” We couldn’t agree more.

The Potential Fix: Remove Navigation Elements

By removing the navigation elements that take visitors away from the cart experience and moving the checkout CTA (on mobile) up higher on the page, we’ll emphasize the main action for visitors to take (checkout). As a result, we’ll increase transactions.

The Variation

Conversion Rate Optimization Experiment Idea for Patagonia - Variation
This experiment variation reduces distractions in Patagonia’s shopping cart.

As you can see, the removal of the navigation menu would keep the visitor’s eyes on checkout. And on mobile, the CTA would be within view, eliminating the need for the conversion-busting scroll.

What Can Cro Metrics Test for You?

Continuous testing is critical for growing your business. What elements of your website could benefit from further optimization?

To get help removing the distractions in your shopping cart or just to learn more about our experimentation programs, send the Cro Metrics team a message.