How Orvis increased cart conversion by +5% by fixing issues in its checkout journey

The company

Orvis is an international, multi-channel retailer with approximately 1,700 employees. Its award-winning websites, orvis.com and orvis.co.uk, offer more than 5,000 products and accumulate more than 33 million visits per year.

The challenge

In 2019, Orvis launched its most ambitious digital project to date—a rebuilding of the entire ecommerce website from the ground up. With the websites almost 20 years old, the user experience (UX) team needed to understand how the Orvis customer wanted to shop and experience the brand today.

The team’s first rollout was a new checkout flow, designed to simplify the conversion process for customers.

The solution

During the A/B testing phase of the rollout, the team leveraged Contentsquare's side-by-side analysis to measure the performance of each variant and understand how customers were interacting with every element of the new checkout.

By analyzing click recurrence and time spent on page, the team was able to gauge whether the new design was making it easier or harder to complete purchases.

Contentsquare's Session Replay capability allowed the team to confirm which areas were causing friction and to better understand why users were struggling in the first place.

With these insights, the team discovered a segment of customers were clicking on the cart icon to checkout and being led to an empty screen with no messaging or direction for the user. Locating this error and fixing it allowed Orvis to recover conversions that would've otherwise been unnecessarily lost.

Before Contentsquare we were kind of blind to our shopping behavior.

Lauren Hatch

Product Manager

The results

After pinpointing issues and fixing obstacles, the team reported a +5% increase to cart conversions across devices. For the checkout specifically, conversions went up +16% on desktop and +2% on mobile.