How a Jewelry Brand **Increased Checkout Rates by 5%** With Theme Testing

By running a theme test using ABConvert, a German jewelry brand was able to test a change in the shopping cart interface that brought a 5% increase in checkout rate and 8% increase in order completion rate.

About the Customer

This German jewelry brand provided personalized accessories that emphasize customer expression. Their mission is to create jewelry that is both affordable and of premium quality. They specialize in creating 100% individualized jewelry pieces that incorporate deeply personal elements, such as: photographs, song lyrics, and names of loved ones.

‍The Challenge

The main questions that the brand wanted to answer was:

1. Why am I losing customers in the last leg of the conversion funnel?
2. How can I convert more add-to-carts into completed orders?

To answer these questions, the team looked at their conversion rates data and the customer experience from add-to-cart to checkout. They found that their shopping cart interface presented a significant limitation for their personalized jewelry products. These products require customers to upload an image to customize the product. The original cart preview would only display a file path text to the customer's uploaded photo rather than the actual image. This presentation created a disconnect in the customer journey, potentially impacting their confidence in the customization process.

The Approach

Based on the team’s findings, an A/B test was designed with the hypothesis:

• We show customers an image preview of the file they uploaded.
• The conversion rate, especially the order rate will increase.
• The image preview can reduce the uncertainty a customer has about whether the correct image is used for the personalized jewelry; thus, reducing the friction to checkout.

The Solution

Using ABConvert, the brand set up a simple theme test to compare two cart experiences.

• The control group continued to see the standard file path display.
• The variant group was shown the actual preview of their personalized jewelry design in the cart.

In addition, the visual confirmation required no additional development work, as it simply utilized Shopify's existing preview functionality.

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Results

• 5% increase in cart-to-checkout conversion rate
• 8% increase in overall order rate
• Improved customer experience

Conclusion

Through this simple yet effective A/B test, the German jewelry brand demonstrated how small interface changes can significantly impact business results. By leveraging existing Shopify features and ABConvert's testing capabilities, they were able to create a more engaging cart experience that gave customers greater confidence in their personalized purchases.

This success story highlights how merchants can achieve meaningful improvements in their e-commerce performance without requiring complex development work or additional resources. By simply testing and optimizing existing platform features, businesses can unlock significant value and enhance their customer experience.

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