A/B Testing Idea #41 - Allow customers to update their basket

Tactic_Allow customers to update their basket


Allowing customers to clearly update the items that they have in their basket is important as it allows them the opportunity to review their purchases prior to making a final decision, the same way they might if shopping in store.

People like to feel as though they are in control of the purchasing process and giving the option to update their basket at any time helps to enhance this feeling of autonomy, which in turn leads to positive feelings about making a purchase.


  • Autonomy bias (Deci, 1971; Ryan, 2008)

The Research

Autonomy bias

We prefer situations that we have control over.

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