Experiments: A/B Test
Pets at Home: Mini Basket
Previously, when users added an item to their basket, they were immediately redirected to the basket.
This broke the product discovery flow and led to low AOV (Average order value) and AOQ (Average order quantity) as users were directed through a narrow flow.
This broke the product discovery flow and led to low AOV (Average order value) and AOQ (Average order quantity) as users were directed through a narrow flow.
The Hypothesis
We believed that introducing a mini basket with product recommendations would improve user flow, increase AOV and AOQ, by allowing users to stay in the shopping journey without forcing a full cart redirect, while still giving them the choice to proceed directly to checkout.
What we changed
- Replaced the cart redirect with a slide out mini basket overlay
- Added a recommendation module titled “Customers who bought this item also purchased...”
- Implemented recommendations auto-generated based on purchase behaviour
- Enabled 1 tap "Add to Basket" for those items
- Included the option to view basket and checkout
Variant: Mini basket with recommendations
Results
After 4 weeks we saw...
+13.8% increase in AOV
+17.2% increase in AOQ
+11.6% uplift in total revenue per session
+17.2% increase in AOQ
+11.6% uplift in total revenue per session
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