Before
TestedBottega VenetaCheckout
Guest checkout as an explicit choice
What changed Turns the e-mail step into a choice between 'Continue as guest' and 'Login'.
Seen 3 Aug to 7 Sep 2026
Outcome being confirmed
ABSee / Checkout experiments
Page typeCheckout and cart experiments. What brands are testing.
This page covers the experiments ecommerce brands run in the cart and the checkout — the two together, from the mini-cart to the payment step — grouped by pattern. 100+ brands in the ABSee record have run experiments here.
Updated October 2026 · Source: ABSee record · Methodology →
| Pattern group | How often it comes up | Page |
|---|---|---|
| Cart layout and item management | many | in the record |
| Cross-sell in the cart | many | in the record |
| Free-shipping progress | some | Free-shipping progress bar |
| Reassurance by the checkout button | some | in the record |
| Urgency and reservation in the cart | some | in the record |
| The added-to-cart moment | some | in the record |
| Payment methods and express pay | some | Express checkout buttons |
| Checkout forms, address and opt-ins | a few | in the record |
| Trust strips on the checkout page | a few | in the record |
| Coupon field | a few | Coupon code field |
| Guest checkout and sign-in | a couple | in the record |
What gets tested on this page
This hub covers cart and checkout together: the slide-out cart or mini-cart, the basket page, and the checkout steps after it. Brands test the same ideas across all three, so the record groups them as one page type.
Cart layout and item management. How items are listed in the cart, and how a shopper changes a size, a quantity or removes an item.
Cross-sell in the cart. What else is suggested once something is in the basket, and where those suggestions sit.
Reassurance, urgency and the added-to-cart moment. Shipping, returns and secure payment lines by the checkout button; messages that the basket is reserved or items are selling; and the confirmation tile or message a shopper sees after adding an item.
Payment and the checkout itself. Which payment methods and express buttons show, the checkout forms, address fields and opt-ins, trust strips on the checkout page, and the coupon field.
In the record, without a page. Guest checkout against sign-in, pay-later messaging and delivery-date messages are in the record too, but too few experiments for a page of their own.
Pattern pages
- Free-shipping progress bar — how far the shopper is from free delivery, shown in the cart.
- Express checkout buttons — where Apple Pay, PayPal and Shop Pay buttons appear, and whether they appear at all.
- Coupon code field — open, collapsed or gone: how visible the promo-code box is.
Examples from the record
Public examples from the record, with the page before and the version tested. The chip shows what the brand did next: Shipped means the tested version became the page; Rolled back means the original stayed.
BeforeTested
Before
Tested
TimberlandMini-cartMini-cart 'not reserved' warning
What changed Adds a line warning that items in the bag are not reserved.
Seen 19 May to 4 Oct 2026
Shipped
Before
Tested
QuayCartCheckout button reassurance messaging
What changed Adds shipping, returns and support reassurance by the checkout button.
Seen 24 Jul to 11 Sep 2026
Shipped
What this page does not tell you
- Whether it works. There are no outcome rates here. Outcomes — whether each brand kept the change — are tracked per experiment and are part of the Intelligence plan.
- Whether it will work for you. Your shoppers, prices and range differ from the brands in the record. A change one brand kept can fail on another site.
- Why a brand decided. One experiment is one brand's decision. The record shows what the brand did next, not the measured lift behind it.
ABSee is experimentation intelligence for ecommerce: a record of real experiments run by 1,150+ brands, with the page before, the version tested, and whether it was kept. How the record is built.
Questions
What do brands test most in the cart and checkout?
The groups that come up most in the record are the cart's layout and how items are managed in it, and cross-sell in the cart. Free-shipping progress, reassurance by the checkout button, urgency in the cart, the added-to-cart moment and payment methods come up less often, and checkout forms, trust strips and the coupon field less often still.
Why are cart and checkout on one page?
Because brands test them as one path. A message about delivery cost or a payment button can sit in the cart drawer, on the basket page or in the checkout itself, and the same pattern is often tested in more than one of those places.
Does this show which checkout changes work?
No. ABSee does not publish outcome rates for any pattern. The record shows what brands tried and, for each experiment, whether the brand kept the change; those outcomes are part of the Intelligence plan.
How current is this?
The groups and figures on this page are refreshed with the ABSee record, which is updated daily as new experiments are seen.
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