Checkout steps, fields & flow A/B tests

3 real checkout steps, fields & flow A/B test results from ecommerce stores, plus 15 ideas. 2 of the 3 measured tests won. Each one links to the practitioner who ran it.

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+40% funnel conversion rate

Funnel and product page redesign with 3-step buy flow for a brain drink brand

Landing pageLayout, fonts & visual design@oliverkenyon

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+10.07% revenue per visitor

Added 3 USPs (guarantee, orders shipped, delivery speed) below the Pay Now button on checkout

CheckoutMoney-back guarantee & returns@DaveDiederen

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-6.58% revenue per visitor

Skipped the cart and sent shoppers straight to checkout

CartCheckout steps, fields & flow@DaveDiederen

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Idea, no result yet

Turn on Shopify checkout tipping

CheckoutCheckout steps, fields & flow@CROguy_

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Idea, no result yet

Rename shipping options to delivery times

CheckoutShipping & delivery messaging@CROguy_

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Idea, no result yet

Remove unneeded checkout fields

CheckoutCheckout steps, fields & flow@CROguy_

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Idea, no result yet

Money-back guarantee block under the checkout total

CheckoutMoney-back guarantee & returns@kasper_dolk

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Idea, no result yet

Product page lifestyle photos, video and FAQ, single-page checkout and pre-selected bundles

Site-wideUGC & product video@joshtCRO

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Idea, no result yet

Cut checkout from 5 steps to 3

CheckoutCheckout steps, fields & flow@joshtCRO

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Idea, no result yet

Cut clicks from cart to purchase, added express checkout and removed unneeded form fields

CheckoutPayment icons, express checkout & BNPL@joshtCRO

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Idea, no result yet

Reduced steps to checkout, simplified collection pages and highlighted top categories

Navigation & menuCheckout steps, fields & flow@joshtCRO

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Idea, no result yet

Checkout: rewrote headlines, removed a step and tested 'Fast, Free Shipping in 2 Days' vs 'Free Shipping Over $50'

CheckoutShipping & delivery messaging@joshtCRO

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Idea, no result yet

Sticky 'Pay now' button with the order total pinned to the bottom of checkout

CheckoutSticky add-to-cart bars@kasper_dolk

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Idea, no result yet

Product page benefit copy, UGC and guarantee; collection reordered by revenue; simplified homepage; trimmed checkout fields

Site-wideUGC & product video@joshtCRO

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Idea, no result yet

Cut checkout clicks from 5 to 3 and simplified the hamburger menu to show best-selling collections

Navigation & menuNavigation & mega menus@joshtCRO

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Idea, no result yet

Replace a plain Stripe checkout with a custom native checkout

CheckoutCountdown timers@kasper_dolk

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Idea, no result yet

Added real customer photos and objection answers to product pages and cut checkout to 2 clicks

Product pageUGC & product video@joshtCRO

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Idea, no result yet

Remove extra calls to action from the checkout flow

CheckoutMoney-back guarantee & returns@DaveDiederen