Simplified cart, no upsells

Before

After

Hypothesis

Simplifying the cart UI by removing the 'Get the complete package' upsell module, adding an estimated delivery date below checkout, and clarifying the subtotal section with 'Shipping & taxes calculated at checkout' will increase conversion rate and RPV compared to the control, because the previous failed test (LX-JAN05) demonstrated that adding upsells and visual complexity to cart caused a -6.2% CVR drop and -$2.39 RPV loss at high AOV ($179+), and research shows that delivery date transparency and clear pricing breakdown address the top-3 cart abandonment drivers (shipping anxiety and unexpected costs) while reducing decision friction: keeping trust badges ('100-day money back guarantee' + '100,000+ happy customers') near checkout maintains reassurance without adding purchase decisions, allowing customers to focus on completing their order rather than evaluating additional products.

What we learned

Winner: the simplified cart lifted CVR ~+3.5% relative (29.65% to 30.67%) and RPV ~+1.9% ($59.46 to $60.58), adding an estimated $1.2M in annualized revenue.