How Lotte Duty Free Encouraged Multi-Item Purchases and Increased Add-to-Cart Conversions

Due to the nature of duty-free shopping, customers tend to buy multiple items at once, comparing and adding various products to their carts before checking out. Lotte Duty Free’s primary goal was to optimize the purchase funnel in the highest-traffic ‘Bestseller’ section on mobile, aiming to increase the add-to-cart rate and ultimately drive revenue growth.

In the existing control environment, customers browsing the bestseller list had to navigate to the product detail page (PDP) to add a specific product to their cart. This user behavior pattern led to the following issues:

• High navigation fatigue: Users experienced friction, having to repeatedly tap ‘Back’ to add a single item and return to the list.
• Browsing interruption and drop-off: A large proportion of customers who visited the PDP abandoned the site without returning to the bestseller list to explore additional products.

Hypothesis

Lotte Duty Free, with support from Golden Planet, hypothesized that adding an ‘Add to Cart’ button directly to the bestseller product list page (PLP) would shorten the purchase funnel, reduce interruptions in the browsing journey, and increase overall add-to-cart conversions.

By enabling customers to add products directly from the bestseller list, the new design would eliminate the need to visit the PDP for every item. This was expected to reduce browsing friction, make it easier to add multiple products during a single session, and encourage multi-item purchases.

Changes implemented

To validate the hypothesis, Lotte Duty Free’s internal development team developed a separate version of the bestseller page that enabled customers to add products directly from the product listing.

Golden Planet then developed the experiment plan and helped set up the Split URL test in VWO. Using VWO’s Split URL Testing capability, traffic was evenly distributed (50:50) between the existing page and the alternative version, allowing the team to accurately measure the impact of the design change. 

Control: The existing bestseller page displaying product images and information, where users had to navigate to the PDP to add items to their cart.

Variation: The alternative bestseller page with ‘Add to Cart’ and ‘Restock Notification’ icon buttons displayed on each product card.

Result

After running the A/B test on 17,440 mobile users over approximately two weeks, the variation increased the add-to-cart rate by 45.70%. It also increased the total number of products added to customers’ carts to 1,403, confirming that the new design encouraged multi-item purchases. 

The experiment validated the hypothesis that enabling customers to add products directly from the bestseller list creates a more seamless purchase journey. By eliminating unnecessary page navigation and reducing browsing friction, the new design encouraged shoppers to take action without interrupting their product discovery, supporting multi-item purchases.

Working closely with Lotte Duty Free, Golden Planet helped shape the experimentation strategy, supported the setup of the Split URL test, and analyzed the results. Using VWO’s Split URL testing capability, the team measured the impact of the design change and gained the confidence to make data-backed UX decisions. 

Building on these learnings, Lotte Duty Free plans to expand its experimentation program across more customer journeys and continue driving data-informed growth.

Ready to validate your optimization ideas? Request a demo of VWO to discover how its experimentation platform can help your team test faster, uncover actionable insights, and deliver measurable business impact.