A large number of users add products to their shopping cart thus using it as a sort of wishlist. This is often the case even if there is a corresponding function in the store – as is the case on www.erlich-textil.de. The goal of the test of an animated inactive tab was to find out the following: Does the visual emphasis of the tab cause users to resume their purchasing process and, in the best case, complete the purchase? Or will the animation fail to bring about any resumption of the purchasing process at all?
With the help of trbo, the inactive tab was implemented and tested. The success was quickly visible: both conversion rate and conversion value increased significantly.