Insight

An Underused Cart Recommendation Area

Fame on Central’s CRO audit identified cart-to-checkout performance, bundling and upselling as major growth opportunities. The existing cart drawer handled core actions, but its “Your Personalized Stylist Picks” area was visually underdeveloped and sometimes appeared partly empty. That meant shoppers with clear purchase intent were not seeing a complete, structured set of complementary products before checkout. The client’s objective was to raise average order value while protecting conversion ahead of paid-media growth. Blend therefore prioritised the cart as a high-value test surface: improve recommendation visibility, preserve quantity controls, shipping progress, payment messaging and a prominent checkout button, and make the experience feel native to the brand. This recommendation came from our CRO audit and roadmap process, which turns observed friction into prioritised experiments.

Jump to results

A/B Test

Rebuy Smart Cart Across Mobile and Desktop

We hypothesised that a more complete, recommendation-led cart would create more basket-building opportunities without reducing checkout progression. We ran an A/B test in Intelligems across mobile and desktop, comparing the existing drawer with a branded Rebuy Smart Cart. The variant retained free-shipping progress, product and quantity controls, payment messaging and a prominent checkout button. It added clearer product recommendations, a gift tracker and a horizontally scrollable recommendation module on mobile. Blend set the strategy and requirements, aligned the design to Fame on Central’s storefront and reviewed the experience across both devices, with revenue per visitor as the primary KPI.

The Results

Revenue per visitor increased by 13% and average order value rose by 15%, while conversion rate was unchanged. Because the uplifts had not reached statistical significance when the results were reported, they should be treated as directional rather than a definitive causal effect. The pattern is still commercially useful: shoppers exposed to the Rebuy Smart Cart placed higher-value orders without a corresponding drop in completed purchases. That supports Fame on Central’s goal of moving online order value closer to retail performance while protecting conversion ahead of paid acquisition. Blend recommended permanent rollout, and the client approved the winning recommendation for rollout. The supplied evidence does not confirm that permanent deployment is complete. During implementation, the team should preserve the prominent checkout action and core cart controls, then monitor recommendation clicks, recommendation add-to-cart rate, cart abandonment and order value to confirm that the directional gain persists in normal trading.

  • 13%

    increase in revenue per visitor

  • 15%

    increase in average order value
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