Experiment Overview
Cozy Earth is a premium bamboo bedding and loungewear brand with a rapidly growing product line. As their product catalog grew, the Cozy Earth team wanted to explore how to lift AOV by displaying cross-sells and introducing customers to more of their new lines. Their series of experiments included bundle discount messaging, cross-sells, a build-a-bed tool, and more. This case study focuses on their cart redesign that emphasized multiple product cross-sells and their bundle discount with a gamified progress bar. Their hypothesis was that by displaying additional products and reiterating the bundle discount to users late in the customer journey, they could drive continued shopping - ultimately increasing revenue.
The design expanded the product upsell section, showcased more products at a time, and moved it to a prominent position above the checkout CTA. It also moved the bundle discount callout from the top of the cart to directly above the upsell section for a clearer association.
Results & Takeaways
After several weeks, revenue was up 5.58% with 15.24% more clicks on cross-sell items in the cart. This experiment led to a series of tests on bundle messaging, which products to display within the cross-sell, cross-sell placements, and more.
Applying the Knowledge
If increasing AOV and/or encouraging bundling is a primary goal for your business, looking for upsell opportunities across your website can be a great way to move the needle. However, they can also be distracting, so it’s important to always test these updates to your site to ensure they are having the desired effect. Request a demo today to begin your conversion rate optimization journey with Compose.