Case Study: Smith Optics boosts mobile checkout visits with Surefoot's redesigned cart

Smith Optics lifts mobile checkout visits with Surefoot

Smith Optics, a sports and recreation brand, faced a challenge with its mobile shopping cart which was causing significant drop-off among its two key audiences: full-price retail customers and pro-deal subscribers. The cart was overwhelming, had unclear calls-to-action, small tap targets, and even suffered from rendering issues on common mobile devices. Smith Optics partnered with vendor Surefoot to identify and resolve this friction point.

Surefoot redesigned the mobile cart with larger tap targets, a simplified layout, and a single, clear primary call-to-action. They validated this redesign through a controlled A/B test. The solution drove a statistically significant lift in mobile visits to checkout, with an even greater lift among returning visitors. Revenue per visitor climbed, with projected annual full-price revenue gains in the hundreds of thousands. Surefoot confirmed the improvement worked for both customer segments.

Smith Optics (smith)