The Importance of Cart Flow in Global eCommerce. A 2Checkout Case Study

4 minutes

Localization for eCommerce businesses selling globally, the process of adapting your content to a specific locale or market, takes many forms. Among other considerations, it’s critical to carefully consider how well your website and shopping cart experiences match best practices and cultural norms of the individual countries in your top markets.

Cart flow length is one of the experiences that matter to shoppers, depending where they live. Whether they are in the US, Brazil, Germany, or some other country around the world, your shoppers will have a distinct preference for cart flow length. It’s important for businesses to understand this and optimize their cart flow, meaning the number of steps the customer must click through before their purchase is complete, to match these preferences.


To explore the potential impact of cart flow on shoppers’ behavior, Malwarebytes, a security software company that works to against dangerous threats such as malware, ransomware and exploits that escape detection by traditional antivirus solutions,  experimented and tested conversion tactics for their checkout through 2Checkout’s CRO Services.  Malwarebytes’ shopping cart template on their website differs from the cart within their app; the purchase funnel and the behavior of shoppers is different for both.

The goal of the 2Checkout–Malwarebytes collaboration was to answer the question: which cart flow will maximize revenue in top countries for both Malwarebytes’ website and trial strategy? To help answer this question, 2Checkout set out to conduct split-testing that specifically focused on these cart flows.

2Checkout developed two different tests of the Malwarebytes’ carts, for their website and their trial software, running the tests for their top markets. By split-testing the cart flows, with and without review page, the cart conversion rates were measured and compared.


Website Shopping Cart Optimization

Malwarebytes had been using a shorter purchase funnel for their website shopping cart, consisting of one page without review. 2Checkout’s platform data revealed that customers might prefer a longer purchase flow, so an A/B test was conducted for Malwarebytes’ top global markets, with a one-page checkout including a second page where the customer could review their order.


Control - Shorter Purchase Funnel in Web Cart

Control: Shorter Purchase Funnel in Web Cart



Test Variation - Longer Purchase Funnel in Web Cart

Test Variation: Longer Purchase Funnel in Web Cart


The results were clear – all of the countries tested would rather have a longer cart flow that included a review page for Malwarebytes’ website, and conversion rates were significantly impacted:

  • Shoppers in the UK preferred a longer cart flow with review page, and the two-page flow resulted in a 12% increase in their conversion rate.
  • Canadian customers also preferred having the review page included, and their conversion rate increased by 30%.
  • In Australia, as well, the cart flow with review page was preferred, with the cart conversion rate increasing by 39% where the review page was included.
  • German, French, Brazilian, Spanish, Italian, Polish and Dutch shoppers also preferred a review page, according to the split tests conducted.


Trial Shopping Cart Optimization

Like their website cart flow, Malwarebytes’ free software app utilized a short purchase funnel with a one-page checkout, not including a review page. 2Checkout tested using a longer purchase funnel, a one-page checkout with a review page added, to see if it altered the behavior of users who had downloaded the application and had the option to upgrade to a paid license.


Control - Shorter Purchase Funnel in Trial Shopping Cart

Control: Shorter Purchase Funnel in Trial Shopping Cart


Test Variation - Longer Purchase Funnel in Trial Shopping Cart

Test Variation: Longer Purchase Funnel in Trial Shopping Cart


In the US, in particular, the results of this split testing showed that trial users preferred a longer purchase funnel, with the review page included. The cart conversion increased by 25% with this change.


Case Study Results

With these insights from split-testing, Malwarebytes was able to geo-segment their traffic to optimize for cart flow and maximize revenue. The double-digit increase in cart conversion rate in all of their top markets has generated a substantial return on their investment.


“Malwarebytes is focused on healthy growth, so we’re constantly optimizing the user experience, including the purchase process, from initial acquisition to renewal,” said Erik Hansen, Malwarebytes’ Sr. Director of Growth Product.


“Partnering with 2Checkout to split-test our shopping carts has increased our conversion rate by up to 39% in our top markets. These are great results, and are a strong incentive to continue optimizing.”

For more info on this success story, visit the Malwarebytes client page on the 2Checkout website.


Want to learn more about cart localization?

For a better understanding of what localization really means in digital commerce and how to tailor your strategy to different audiences and regional markets, make sure to download this free eBook.

You’ll learn:

  • What elements need to be localized and how they impact conversion rates, from language to payments, pricing and more;
  • The tools you need to implement your localized strategies;
  • How to choose a digital commerce provider that can help you sell globally effectively.

How to Localize Your Digital Business for Global Commerce

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