When a 70%+ checkout completion rate isn’t the finish line: How we almost doubled upsell order value for Merry People
Merry People came to Checkout Components with a checkout that was already performing at an exceptional level. With a 70%+ checkout completion rate, it was one of the strongest checkouts we’d seen. They also had an upsell strategy already in place, so when the Merry People team asked us, “what can you show us that’s better?”, we knew we had a challenge on our hands.
Merry People came to Checkout Components with a checkout that was already performing at an exceptional level. With a 70%+ checkout completion rate, it was one of the strongest checkouts we’d seen. They also had an upsell strategy already in place, so when the Merry People team asked us, “what can you show us that’s better?”, we knew we had a challenge on our hands.
Challenge accepted.
As checkout specialists we dive deeper and by reviewing Merry People’s existing strategy on their Australian store, we identified opportunities to refine their upsell approach, improve the visibility of their highest-value offer, introduce additional trust elements with customer segmentation in mind and dive into some A/B testing.
The AU results:
- +1.6 points (2.2% lift) checkout completion for guest customers
- $0.36 to $0.59 cents increase in revenue per order
“Since working with Checkout Components, we’ve seen upsell revenue per order increase from $0.36 to $0.59, alongside a 2.2% lift in checkout completion rate for guest customers.”
The Recommendations Merry People Implemented
A key part of our approach with an already high-perming merchant is understanding which checkout elements are already driving value and finding ways to amplify them.
Making the Care Kit the Checkout Hero
When we reviewed the existing upsell strategy, we identified the care kit as the clear top performer, but it wasn’t getting the attention it deserved. It also has a higher unit value than the socks, making each successful upsell more valuable to the business. It was positioned within a broader list upsell alongside socks that limited its visibility and especially on mobile being surfaced at the end of the checkout experience.
We moved the care kit into a more prominent position and switched it to a simple checkbox upsell, making it effortless for customers to add with one click. This small change helped turn their highest-value upsell into an even bigger checkout revenue driver.
But We Didn’t Want To Lose the Socks
Their socks were still a strong upsell in their own right and decided to create a clearer hierarchy in checkout rather than removing them. Without overwhelming customers with too many options, we kept the carousel upsell for socks and repositioned into a less prominent placement where on mobile view the component collapses.
Trust Badges & A/B Testing
Not every customer arrives at checkout with the same level of confidence. That’s why we look beyond the overall conversion rate and analyse how different customer segments respond to checkout changes.
For Merry People, we ran an A/B test to measure the impact of trust messaging and discovered a clear opportunity with guest customers. The trust badge variant increased checkout completion from 72.2% to 73.8%, a 1.6 percentage point improvement, which is significant given their already strong baseline conversion rate.
We love when the data paints a clear picture for us and this test showed the uplift was driven primarily by guest customers rather than registered users. From this we recommended keeping trust badges active for guest customers only.
For registered customers who we know have higher familiarity and trust with the brand, we will focus on more brand-led content to optimise conversion for this segment.
The Impact - Almost doubling upsell per order value
By refining Merry People’s checkout with strategic tweaks on what was already working, we were able to increase the revenue generated from upsells across every order. Prior to Checkout Components, their upsells were contributing an additional $0.36 per order on average.
With the strategy recommended by the Checkout Components team in play, this increased to $0.59 per order. We’re stoked to have seen a significant uplift in upsell revenue and an increase in overall checkout conversion rate.
“Working with checkout obsessed partners means a better experience for our customers and greater revenue, all at a highly efficient incremental cost (just the subscription fee).”
Merry People was a challenge we were excited to take on. Not because their checkout needed fixing, but because it was already performing at such a high level. By partnering with Checkout Components and trusting our approach in checkout optimisation, we’ve been able to uncover opportunities beyond the obvious.
So far, we’ve optimised the care kit upsell, refined the socks upsell experience and introduced trust messaging tailored to customer segments.
With more opportunities to uncover, we’re thrilled to support this much-loved Australian footwear brand with roots in regional Victoria and excited to continue the journey with the Merry People team.
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