lands end 💥

background

• 45% of users are lost on the basket page
• 28750 unique monthly visitors

hypothesis

• adding purchase incentives to the basket page will give users confidence at a vital step in the journey to
  continue with their purchase increase conversion

goal

• to increase conversion rate and revenue through basket

targeting

• www.landsend.co.uk/cart (simple match);

devices

• desktop requirement. It did not take any extra effort to make it fully responsive ( site already is)

browsers

• chrome 45+
• firefox 45+
• ie10 +

metrics

• optimizely

integrations

• adobe site cat session cam

variation 1

• removed 'explore our story' section of the footer
• removed 'quality guaranteed' in footer - does not show in variation
• created 'quality.guaranteed - safe & secure shopping' image
• added 'quality.guaranteed - safe & secure shopping' banner & centered it above footer
• removed faqs & contact links from footer section
• relocated 'swimwear' to the right before 'sale'
• renamed 'swimwear' => 'sport'
• desktop only but remains fully responsive

V1 🔍

variation 2

• removed 'quality guaranteed' in footer - does not show in variation
• created 'quality.guaranteed - safe & secure shopping' image
• added 'quality.guaranteed - safe & secure shopping' banner below 'checkout securely'
• removed faqs & contact links from footer section
• relocated 'swimwear' to the right before 'sale'
• renamed 'swimwear' => 'sport'
• desktop only but remains fully responsive

V2 🔍