We removed the cart from this store entirely: EGP 3.64 million in a month and a 3.14% CVR

At the time it seemed like a strange decision: we removed the cart from the store entirely. Today, here is the result of a full month of July.

The result first

• EGP 3.64 million in sales
• 4,220 orders in 31 days, at an average order of EGP 862

But three numbers deserve the focus: visits were down from the previous month and orders still rose 2%, the conversion rate reached 3.14% (up 5.7%), and lost orders, the ones that start and abandon the form, fell 21.7%.

What changed was the structure, and the ads stayed out of it

First, we removed the cart completely. Every buy button leads to one thing: a landing page, then the order form, and that's it. On COD, the customer makes the buying decision on the product page, so why take them through Add to Cart, the basket and checkout? Every step was killing orders.

Second, the landing page closes the sale before the form. The page answers everything before the customer asks: what the product does, the proof, the reviews, the licensing certificate, and the common questions with their answers. Whoever reaches the form arrives convinced.

Third, the homepage was built on the bundle instead of the catalog. The first thing you meet is the main bundle and a direct button to try it, not a product gallery.

The result that makes the difference

Lost orders fell 21.7%, and that is the cleanest money in the whole business, because these are orders whose ads were already paid for and which were being lost at the door of the form.

In marketing, an extra step doesn't always mean higher quality. When a customer has decided to buy, every second between you and the form costs you money. (And this isn't a decision to apply everywhere: if you have dozens of products and customers buy across more than one category, the cart is essential.)