The best checkout pages ask for less, explain what they ask for, and reassure buyers right next to the pay button.
In our archive, the biggest checkout wins came from cutting steps: MECLABS turned an eight-step checkout into one (+68% order completions) and Patrick McKenzie replaced a slow hosted cart (+94% conversions).
Close behind are reviews and guarantees placed at the point of payment, such as Dave Diederen's reviews-on-checkout test (+23.13% revenue per visitor).
How we picked: all 22 examples are A/B tests or reported experiments from the LiftArchive database, chosen for a clear change, a published number and a named source.
We did not run these tests; the numbers are as reported by whoever ran them. More collections are on the examples hub.
What makes a good checkout page example
A useful example shows one checkout change, the metric it moved, by how much and who ran it.
Checkout is the last step, so even small lifts there count, but it is also where a bad idea, like a pushy timer, does the most damage.
Most examples below are ecommerce, because that is where checkout tests are most often published.
We also include SaaS, subscription and app checkouts.
For the full playbook, read our guide to the checkout flow or work through the checkout checklist.
All 22 checkout examples at a glance
| # | Example | What they did | Result | Type |
|---|---|---|---|---|
| 1 | MECLABS (online store) | 8-step checkout cut to 1 | +68% order completions | Ecommerce |
| 2 | Bingo Card Creator | Fast home-built cart | +94% conversions | Software |
| 3 | GANNI | Merged email and details steps | +10% checkout funnel | Ecommerce |
| 4 | Ashley Furniture | Address step moved before checkout | +15% conversions | Ecommerce |
| 5 | BioLite | Explained contact fields | +18% transactions | Ecommerce |
| 6 | PayU | Dropped the email field | +5.8% checkout completion | SaaS |
| 7 | Lancôme | Create account moved to center | +17% transactions | Ecommerce |
| 8 | BliVakker.no | Removed Facebook login | +3% conversions | Ecommerce |
| 9 | Shopify brand (Dave Diederen) | Card icons under express buttons | +7.81% revenue per visitor | Ecommerce |
| 10 | BLACKROLL | PayPal pay later + Express | +2.2% revenue per user | Ecommerce |
| 11 | schuh | Klarna eligibility at delivery step | +1.36% checkout completion | Ecommerce |
| 12 | Online store (Dave Diederen) | 3 USPs under Pay Now | +10.07% revenue per visitor | Ecommerce |
| 13 | Online store (Dave Diederen) | Reviews on checkout | +23.13% revenue per visitor | Ecommerce |
| 14 | Branch Furniture | Product review in checkout | +16.5% conversion rate | Ecommerce |
| 15 | Online store (Conversion Fanatics) | Security seals by order total | +19.2% desktop orders | Ecommerce |
| 16 | Odd Muse | "No extra fees" for US shoppers | +14% conversion rate | Ecommerce |
| 17 | Readers.com | Country-localized checkout | +30% conversion rate | Ecommerce |
| 18 | Utsav Fashion | Sticky CTA with order total (mobile) | +9.98% purchases | Ecommerce |
| 19 | Media publication | Logo, plain design, no navigation | +40% subscriptions | SaaS (subscription) |
| 20 | Kronans Apotek | Greener delivery preselected | +11% net profit | Ecommerce |
| 21 | Fashion stores (Kasper Dolk) | Checkbox upsell above payment | about 50% of orders took it | Ecommerce |
| 22 | Zumba | Paywall button to web checkout | -25% immediate conversions, +17% LTV | App |
The 22 checkout page examples
1. MECLABS: an eight-step checkout cut to one step
What they did: The old flow ran from cart to an account choice, three account-creation pages, shipping and payment, an order confirmation page and then the receipt.
New shoppers had to register before buying. The new version put everything into one basic step, with no forced account and no second confirmation.
Why it works: Every page is another chance to leave.
Forced registration also asks for a commitment before the shopper has even paid.
Result: Order completions rose by over 68%, in a test MECLABS ran with a research partner.
Several things changed at once, so the lift belongs to the whole new flow. See the test.
Copy this: Count the screens between your cart and the receipt.
Remove any step that exists for your benefit, not the buyer's.
2. Patrick McKenzie: a fast home-built cart for Bingo Card Creator
What they did: A slow hosted cart with Continue Shopping and Update Cart steps was replaced by a fast lightbox cart built in-house.
Prices were calculated in the page and the copy used product branding instead of shopping-cart wording.
Why it works: Speed and fewer detours. A software buyer who clicks Buy wants to pay, not manage a cart.
Result: Purchase conversions rose 94% in Patrick McKenzie's split test for this downloadable software product.
Several cart changes shipped together, and no sample size was shared. See the test.
Copy this: If you sell one product or plan, drop the cart step and send buyers straight to payment.
3. GANNI: email and details merged into one step
What they did: GANNI asked for an email address on its own step before shoppers could reach the checkout form.
The fashion brand moved the email field into the same step as the rest of the details.
Why it works: A lone email step looks like a sign-in wall.
Many shoppers read it as "no guest checkout" and left.
Result: The case study's summary lists a 10% lift in the checkout funnel.
GANNI ran the test itself. See the test.
Copy this: Put email at the top of the main details form instead of on a page of its own. Read our guide to guest checkout first.
4. Ashley Furniture: the address step moved out of checkout
What they did: Account holders without a saved address used to type delivery and billing details inside the funnel.
AB Tasty's variant asked them to add the address in a form before checkout began.
Why it works: It turns one long funnel into two short tasks. The checkout itself then feels quick.
Result: Conversions rose 15% and bounce rate fell 4%, in a test AB Tasty ran for Ashley Furniture. See the test.
Copy this: If logged-in users have no saved address, collect it before the payment flow starts.
5. BioLite: contact fields explained in the Shopify checkout
SurefootWhat they did: Email and phone moved into a labeled Contact Information block below the shipping address.
Short helper text explained how each field would be used.
Why it works: People hesitate to hand over a phone number when they don't know why it's needed. A one-line reason removes that doubt.
Result: Transactions rose 18% and drop-off from step 1 to step 2 fell 14%, in Surefoot's test for BioLite. See the test.
Copy this: Add a short "we only use this for delivery updates" note under any field a shopper might question.
6. PayU: the email field dropped from checkout
What they did: PayU's hosted payment page asked for an email and a phone number.
The variant asked only for a phone number.
Why it works: One fewer field is one less reason to stop, especially on mobile.
Result: Checkout completion rose 5.8%, reported as statistically significant.
PayU ran the test on its own payment checkout. See the test.
Copy this: List every field in your checkout and ask whether you'd lose the order without it. Cut the ones you wouldn't.
7. Lancôme: create-account option moved to the center
What they did: The checkout login page showed three options: log in, check out as a guest and create an account.
Lancôme moved create account to the center and guest checkout to the right.
Why it works: The middle option draws the eye.
Shoppers who create accounts may also be more committed to finishing.
Result: Transactions rose 17%, revenue rose 15% and create-account clicks rose 30%. Lancôme ran the test. See the test.
Copy this: Test the order of your login options before you redesign the page. Only the layout changed here.
8. BliVakker.no: Facebook login removed from checkout
What they did: The Norwegian cosmetics retailer's checkout login page offered an email field and a Facebook login button. The variant showed only the email field.
Why it works: Two ways to log in means one more decision, and some shoppers worry about what a social login shares.
Result: Conversions rose 3%, in BliVakker.no's own split URL test of about 8,000 visitors.
No significance level was given, so treat it as tentative. See the test.
Copy this: If few buyers use social login, test removing it rather than adding more options.
9. Dave Diederen: card icons under the express checkout buttons
What they did: The checkout showed Shop Pay, PayPal and Google Pay buttons at the top, with no sign of card payment until further down.
The variant added an "OR" divider and a row of card and payment icons below the express buttons.
Why it works: Shoppers who want to pay by card could see straight away that they can.
Without the icons, the page looks like it only takes wallets.
Result: Revenue per visitor rose 7.81% ($2.52 to $2.71) and conversion rate rose 4.69%, in Dave Diederen's test on a Shopify checkout. See the test.
Copy this: Under your express buttons, show the cards you accept.
See more on payment icons and express checkout.
10. BLACKROLL: PayPal pay later plus Express Checkout
DRIP AgencyWhat they did: DRIP Agency added a PayPal "Pay in 30 days" message near the product price and PayPal Express Checkout on the contact step.
Why it works: Pay-later removes the "can I afford it right now" worry, and express checkout skips the typing.
Result: Revenue per user rose 2.2%, in DRIP Agency's test for BLACKROLL. Both changes shipped together. See the test.
Copy this: If you offer pay later, say so before checkout and give it a one-tap path at checkout.
11. schuh: Klarna eligibility shown at delivery selection
What they did: At the delivery step, schuh added a short message saying whether Klarna works with the chosen delivery method.
Why it works: Finding out at the payment step that your payment method won't work is a classic reason to quit. This tells shoppers earlier.
Result: Checkout completion rose 1.36% for the winning variant, in a three-way test by schuh's in-house team. See the test.
Copy this: If any payment method has restrictions, flag them before the payment step, not on it.
12. Dave Diederen: three USPs under the Pay Now button
What they did: A "Why choose us" block with icons went under the Pay Now button: a satisfaction guarantee, orders shipped and delivery speed.
Why it works: The moment before paying is when doubt peaks.
Short reassurance right next to the button answers it.
Result: Revenue per visitor rose 10.07% (A$2.06 to A$2.27) and conversion rate rose 9.90%, in Dave Diederen's test.
All ranges crossed zero, so treat it as a likely win, not a certain one. See the test.
Copy this: Put your guarantee and delivery promise directly below the pay button, in one line each.
13. Dave Diederen: customer reviews on the checkout page
What they did: A few customer reviews were added to the checkout page.
Diederen advises choosing reviews that answer common doubts such as shipping speed, sizing or durability.
Why it works: Reviews keep the confidence built on the product page alive through the last step.
Result: Revenue per visitor rose 23.13% ($1.03 to $1.27) and conversion rate rose 17.96%, in Dave Diederen's test. See the test.
Copy this: Pick two or three reviews that answer the questions people ask support, and show them beside the order summary.
14. Branch Furniture: a product review inside checkout
VisuallyWhat they did: For the Ergonomic Chair, Visually added a customer review of the chair inside checkout.
Why it works: A high-price item like an office chair gets a second look before payment. A review about that exact product helps.
Result: Conversion rate rose 16.5%, in Visually's test for Branch Furniture.
No sample size was shared. See the test.
Copy this: For your top sellers, show a review of the item in the cart, not a generic store review.
15. Conversion Fanatics: security seals next to the order total
Conversion FanaticsWhat they did: Trust Guard and McAfee security seals were placed next to the order total on a complex order page.
Why it works: The order total is where the shopper decides whether to hand over card details.
New customers had the least reason to trust the store yet.
Result: Desktop orders rose 19.2% and mobile orders rose 21.2%, in separate tests Conversion Fanatics ran for an online store. See the test.
Copy this: If you test badges, place them beside the total and the pay button, not in the footer. Our trust badges page has more results.
16. Odd Muse: "no extra fees" for US shoppers
What they did: After new US tariffs in 2025, Odd Muse showed US shoppers a checkout message confirming there would be no extra fees.
The London brand had started shipping US orders from inside the US.
Why it works: It answers the exact fear of the moment: a surprise duty bill on delivery.
Result: Conversion rate rose 14% for US shoppers who saw the message, in Visually's test with Odd Muse. See the test.
Copy this: If you sell across borders, say in plain words who pays duties and taxes. More ideas on shipping messaging.
17. Readers.com: a checkout localized by country
What they did: Each visitor saw a checkout matched to their country, with local shipping rates, delivery estimates and currency.
Why it works: Foreign prices and unknown shipping costs make buyers guess. Local details remove the guessing.
Result: Conversion rate rose 30%, as reported by One Click, the company behind Readers.com.
No sample size was shared. See the test.
Copy this: Show prices, shipping and delivery dates in the buyer's own currency and terms.
18. Utsav Fashion: a sticky checkout button with the order total
What they did: On mobile, a button stuck to the bottom of the screen showed the order total.
The order summary was collapsed behind a View Details link and the Edit option removed.
Why it works: The next step is always in reach, and the summary stops pulling shoppers back into editing.
Result: Purchase conversions rose 9.98% and revenue rose 8.95%, in VWO's test for Utsav Fashion. Three changes shipped together. See the test.
Copy this: On mobile, keep the pay button and the total visible at all times. See our mobile checkout guide.
19. A media publication: a cleaner subscription checkout
What they did: MECLABS added the publication's logo to the first checkout step, replaced an off-brand green and grey scheme with a plain design and removed two rows of navigation.
Why it works: A checkout that doesn't look like the brand raises the question "am I still on the right site?" Navigation gives an easy way out.
Result: Subscriptions rose 40% in MECLABS' test. Logo, colors and navigation all changed at once. See the test.
Copy this: Strip the header navigation from checkout and make sure your logo and colors carry through.
For subscription flows see our SaaS checkout page.
20. Kronans Apotek: a greener delivery option preselected
ConversionistaWhat they did: The Swedish pharmacy preselected a greener delivery method in place of free delivery and tested five delivery price combinations.
Why it works: The default option is the one most people take.
Changing it moved orders to cheaper delivery without costing sales.
Result: Net profit rose 11%, revenue rose 2% and green deliveries rose 25%, in Conversionista's tests. See the test.
Copy this: Treat your default delivery option as a profit lever and test it.
21. Kasper Dolk: a checkbox upsell in the Shopify Plus checkout
What they did: A checkbox just above the payment section offered shipping insurance against damage, loss and theft for 3.95 euros.
Why it works: It is a small, relevant add-on at the moment the shopper is thinking about delivery. One tick, no extra page.
Result: About 50% of orders took the add-on, Kasper Dolk reports from fashion clients.
No effect on conversion rate was shared, and in the screenshot the box is already ticked, which can annoy buyers. See the test.
Copy this: Offer one low-price add-on tied to the order (insurance, gift wrap) as an unticked checkbox, and watch conversion as well as take rate. More on upsells.
22. Zumba: a web checkout behind the app paywall
What they did: Zumba's paywall button opened a Stripe web checkout with Apple Pay and Google Pay preselected, instead of the native in-app purchase sheet.
Why it works: Web checkout let Zumba push annual plans and keep more revenue, and preselected wallets cut the extra typing.
Result: Immediate conversions fell 25%, but LTV rose 17%, Zumba's team shared on the Sub Club podcast.
Annual plan share and retention both rose. See the test.
Copy this: If you move app buyers to web checkout, judge it on revenue per user over months, not first-day conversion. See app paywall examples.
Patterns across the winners
Fewer steps and fields
The largest numbers on this page come from removing things: steps (MECLABS, +68%), a slow cart (+94%), a lone email page (GANNI, +10%) and single fields (PayU, +5.8%).
Start here before adding anything. Our one-page checkout guide covers when to merge steps, though see the accordion loss below.
Guest checkout and login choices
GANNI, Lancôme and BliVakker.no all won by changing how the login or account step looked, not the payment form.
If buyers think they must register, many leave.
Express pay, with card still visible
Express buttons help, but Dave Diederen's test shows shoppers also need to see that cards work (+7.81% revenue per visitor).
BLACKROLL and schuh show that pay-later options work best when shoppers learn about them early.
Trust right next to the pay button
Reviews, guarantees and seals won when they sat beside the total or the pay button: +23.13%, +10.07%, +16.5% and +19.2% in the tests above.
Odd Muse and Readers.com show that the most useful reassurance is about cost: no surprise fees, local currency, clear shipping.
Defaults and add-ons
Kronans Apotek grew profit by changing the preselected delivery option, and Kasper Dolk's checkbox upsell was taken on about half of orders.
Small choices inside checkout can move margin, not just conversion.
Examples that lost (what not to copy)
These checkout changes lost or did nothing. They are as useful as the winners.
- Countdown timers can backfire. Dave Diederen saw a checkout timer lose 7.1% revenue per visitor in one test, though another timer test of theirs won 3.16%. Kasper Dolk removed a timer after Dutch shoppers said it felt like too much pressure, and revenue per visitor rose 26.18%. More on countdown timers.
- One page is not always better. MECLABS replaced a three-step subscription checkout with a one-page accordion and subscriptions fell 29%.
- Extra options add friction. Dash of CX offered Loop Earplugs shoppers an engraved case at checkout and conversion rate fell 3.04%, at 99% confidence.
- Fewer payment methods can cost sales. Patrick McKenzie tested a Stripe-only checkout, and offering three payment options won, though weakly.
- Web checkout in apps is not free money. RevenueCat sent every Dipsea paywall button to web checkout and initial conversion fell from 27.0% to 18.1%.
- Generic trust icons may do nothing. Clean Commit added three trust icons to checkout across 213,715 visitors and saw a 0.9% change, within normal variation. Placement and relevance matter more than the badge itself.
@kasper_dolk
@DaveDiederen
Clean Commit
RevenueCatWatch out for
- Fake urgency. A timer that resets, or an "order reserved" claim that isn't true, can lose sales and trust, as the timer results above show.
- Pre-ticked add-ons. A box that is ticked by default may raise take rate but can annoy buyers and break consumer rules in some countries. Test it unticked.
- Bundled changes. Many examples here changed several things at once. You know the set worked, not which part.
- Small samples. A few results, like BliVakker.no's 8,000-visitor test, are tentative. Retest before you treat them as rules.
How to test this on your own site
- Find where people leave. Look at drop-off between each checkout step and by device.
- Fix friction first: extra steps, unexplained fields, forced accounts, hidden card options.
- Then add reassurance beside the pay button: a guarantee, delivery promise or a relevant review.
- Measure revenue per visitor and checkout completion, not just clicks. Checkout tests need a lot of orders, so run them long enough to cover full weeks.
- On Shopify, check what your plan lets you change. Our Shopify checkout customization guide explains the limits.
If you want someone to run this for you, Oliver Kenyon works on ecommerce checkouts and carts, including a G FUEL project that added checkout badges among other changes.
For more test ideas, see the best checkout tests and the full list of tests by Dave Diederen and MECLABS.