Hypothesis
IF we add a Quick ATC in the cart THEN the ARPU increases BECAUSE a checkout option in the cart above the fold is essential, to make the customer journey as easy as possible and not lose a certain percentage of users due to the scroll depth.
Outcomes and Implications
| Psychological Mechanism | Cognitive Ease / Flow Continuity |
|---|---|
| Predicted Winrate | No info on this hypothesis |
| Strategic Implication | Add a “Proceed to Checkout” button above the fold in the cart to simplify navigation and reduce lost users due to scroll depth. |