Intelligems vs Shoplift
VWO vs ConvertConvert reviewIntelligems review
PageFly vs GemPages13 A/B tests with real results, shared by the agencies, tools and companies that ran them.
MarketingExperimentsOf 9 measured SaaS checkout tests, 7 won and 2 lost, and the most useful pattern is that small, focused changes won while changes that removed the buyer's choice or shouted louder lost.
All nine come from company, agency and tool case studies, including Nitro, PayU, OnSwitch, Uptowork, a VWO case study and MarketingExperiments research.
That is a small sample, so read each result as a lead worth testing on your own checkout, not as a rule.
By the time a buyer reaches checkout, they have picked a plan.
The checkout's job is to take the payment with as little doubt and effort as possible, and, where it fits, to grow the order.
That gives SaaS teams three levers to test: remove friction, add reassurance, and offer a relevant add-on. The nine results here touch all three.
Nitro has the largest numbers. Moving ordering inside the app, followed by two years of checkout tests, produced +88% daily conversion, and in-app ordering is now about 30% of revenue.
That is a programme of changes, not a single test, so treat it as proof that checkout work compounds.
Nitro's in-app cross-sells gave +21% average order value and +22% cross-sell revenue.
Paltalk's credit pack pop-up added +USD 3,900 revenue.
Smaller changes also won. PayU's removal of the email field lifted checkout rate by +5.8%, and OnSwitch showed 'Best Value' text in red instead of green for +5.6% sales.
Nitro also found that an extra confirmation step for some regions raised conversion in those regions, though no figure was published.
It is a useful reminder that adding a step is not always friction, if it answers a question buyers in that market have.
The biggest loss came from taking a choice away.
A MarketingExperiments test removed the subscription-length choice and conversion fell by about 40%.
Buyers wanted to pick their term, and removing the dropdown took away something they used to decide.
OnSwitch's second test made the 'Buy all scenes!' offer louder with a red button and lost 10% of conversion.
The same team won with a quiet colour change on 'Best Value' text, so the lesson is that emphasis helps a label but can hurt when the whole offer starts to feel pushy.
MarketingExperimentsCheckout tests need a tool that can run on the payment step and track revenue, not only clicks.
Several results here, such as Paltalk's, were measured on revenue or order value, so set those as your main metrics before you start.
Because checkout traffic is lower than landing page traffic, plan for longer test run times.
Start with removing fields you do not need.
PayU dropped the email field from checkout and saw a 5.8% lift in checkout rate.
After that, test a security badge and a relevant cross-sell, measured on revenue or order value.
Yes. In a MarketingExperiments test, removing the subscription-length choice cut conversion by about 40%.
Remove friction, but keep the choices buyers use to decide.
In these results they did. Nitro's in-app cross-sells lifted average order value by 21%, and a VWO case study of Paltalk's bigger credit pack pop-up added USD 3,900 in revenue.
