How Lane 201 boosted AOV by 10% with Rebuy’s Smart Cart

Fashion retail is fast-paced, saturated, and personal.

One of the key ways to capture consumer attention is with the “quick view cart.”

More than just a checkpoint, it’s a crucial engagement zone.

So how can you use the cart to turn passive shoppers into active buyers?

By amping up their motivation.

For Lane 201, we used Rebuy’s Smart Cart solution to introduce 4 specific cart features that increased average order value (AOV) by 10%, with 11% more buyers completing checkout.

We’re talking millions in additional revenue.

And, it’s easier than you think.

Key Stats:


AOV Increase


Checkout Completion Increase

Here’s What We Added

#1 – Tiered shipping progress bar: Increasing impulse purchases with free shipping and gift thresholds is a no-brainer. But it’s not enough to just mention it. Give shoppers a reason to buy more.

“Free shipping with $99+ orders” is much more specific than, “Free Shipping, Returns & Exchanges” that was on their previous cart. Rebuy’s visual progress bar feature allows buyers to see in real time how close they are to their reward.

#2 – Gift motivator: A free gift when they spend $200 is ultra-specific and gives customer’s something to work towards after already meeting the shipping threshold.

#3 – Personalized upsells: Before, their quick view cart had a link to view other products, but no images or personalized upsell widgets related to the products in their cart. With Rebuy’s personalized upsells present, it’s easy to add more to reach the order thresholds above.

#4 – Bold color checkout CTA: Clear call-to-actions are a big contribution to a fast and easy checkout process. A purchase button should stand out. We added a red tone as a stark contrast to the rest of the design.

Here’s Why it Worked

Lane 201’s quick-view cart now has features that make visitors want to buy more.

This works especially well for large catalogs and impulse purchase brands, like fashion.

Visual progress bars, a rewards system, specific upsells, and bold CTA buttons give customers a reason to spend more money.

For Lane 201, Rebuy and their Smart Cart solution was a game changer.

The new and improved cart does three things:

Motivates and Rewards

Motivation goes a long way. A Baymard study found that 47.8% of US online shoppers abandoned a cart within the last 3 months because “they were just browsing / not ready to buy.”

A shipping threshold and gift with purchase encourages higher spending. The personalized upsells on top of this motivate the customer to add to their cart.

Buyers are able to view MORE of the catalog they may have missed, which saves time, increases impulse buys, and even rewards them with free products.

Reduces Friction

Friction is the enemy of a smooth customer experience.

If it causes confusion or requires effort, it’s got to go.

Hidden shipping costs, an unclear checkout process, and extra links all hinder purchases.

These new features help reduce the unnecessary need to click on other pages, and the bold red CTA button grabs attention and gets them to the finish line faster.

Gamifies Purchases

Our Lane 201 cart updates using Rebuy allow customers to get rewards the more they shop, and guarantee that they won’t miss out on great products. It’s a win/win.

What Most Brands Do Wrong

Most fashion brands try out an upsell or two, link to their large collections, and hope for the best.

But they miss out on opportunities to personalize the cart experience and show the most relevant upsells.

Don’t be like them.

Here’s what you can do to be ahead of the curve instead:

Encourage impulse purchases with personalized upsell recommendations, and incentivize the purchase with rewards.

If you have a large catalog and want to increase your AOV – start with the cart (if it’s not obvious, we highly recommend Rebuy’s Smart Cart solution).

Lift order values and conversions with relevant features, and watch your personalized upsells work FOR you.

Let us know how it goes!

Performance Results (Summary)

  • 10% AOV Increase
  • 11% Checkout Completion Increase