How Pets at Home drove more users to the checkout and confirmation page Case Study A/B Test > 3% increase in users reaching the basket page > 1% uplift in traffic to the checkout page > 2.5% more users reaching the confirmation page Pets at Home is the UK’s leading pet care business and provides pet owners with everything they need to be able to look after their pet – from food, toys and bedding, and grooming services, to first opinion veterinary care and world-class specialist veterinary hospitals. The Challenge Analysis indicated that Pets at Home’s users were not progressing further down the purchase funnel, with over two-thirds of users not moving past the basket page to reach checkout. It became clear that the website needed to be optimised to lower the abandonme

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