A/B Test

Upsell Copy in Smart Cart

This hypothesis stemmed from our message mining process, where we identified that the existing Smart Cart upsell copy – “You may also like” – was generic and lacked brand personality. Our CRO Strategists proposed replacing it with a variant more aligned with Jackson’s tone of voice to capture attention and drive action. We hypothesised that using branded, benefit-led language like “Add more crunch to your cart!” would increase engagement with the Smart Cart’s product recommendations and ultimately improve conversion metrics. This was tested in a simple A/B format, comparing the original generic copy against the updated, on-brand version.

Jackson S 83 Increase In Product Additions In Smart Cart Before Jackson S 83 Increase In Product Additions In Smart Cart After
Jackson S 83 Increase In Product Additions In Smart Cart Before Jackson S 83 Increase In Product Additions In Smart Cart After

The Results

The results spoke for themselves. Variant 1, which featured the updated, brand-aligned copy, delivered an impressive 83% uplift in product additions through the Smart Cart’s recommendation module. Alongside that, we saw a 6% increase in clicks on ‘Proceed to Checkout’, a 5% increase in conversion rate, and a 5% improvement in cart completion rate. While we noted the test reached statistical significance quickly, we continued monitoring to confirm stability. Based on both data and our experience running similar copy tests, Variant 1 was the clear winner – and has since been rolled out permanently.

  • 83%

    Increase in Product Additions in the Smart Cart

  • 5%

    Increase in Conversion Rate

  • 5%

    Increase in Cart Completion Rate
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