Remove cart and pre-checkout upsells

Before

After

Hypothesis

With cart abandonment at 78%, we believed the path from cart to checkout was overloaded: upsell blocks inside the cart drawer plus a pre-purchase popup that interrupted every checkout click. Removing both and letting buyers go straight from cart to checkout should raise completion, because every extra decision point between intent and payment is a chance to leave.

What we learned

Cart-to-purchase conversion rose +20.4% and net revenue per visitor rose +5.4% even with the upsells gone: the attach revenue they generated was smaller than the checkout completions they cost.