# Moving the address step out of checkout: +15% conversions

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [AB Tasty](https://liftarchive.com/practitioners/ab-tasty/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/case-study-ashley-home-furniture/
- Page: https://liftarchive.com/test/ashley-furniture-address-step-out-of-checkout/

Asking users without a saved address to add it before checkout, instead of inside the funnel, lifted conversions by 15%. AB Tasty ran this test for Ashley Furniture, the US furniture and bedding retailer, and it was published as a VWO case study. Bounce rate also fell by 4%.

## Result

**+15% conversions**

- Conversions: +15%.
- Bounce rate: down 4%.
- No sample size, duration or confidence level was shared.

## Control

Account holders who had not saved a delivery and billing address had to type both inside the checkout funnel, alongside login, delivery options and payment.

## Variant

Those users were prompted to log in and then filled in their delivery address in a form before checkout. That took the address step out of the purchase funnel.

## Why it likely won (our reading)

- A shorter checkout means fewer steps where a buyer can give up.
- Typing addresses is one of the most tiring parts of checkout. Moving it earlier separates that effort from the payment decision.
- Once the address is saved, the funnel feels quick and goes straight to delivery and payment.

## Caveats

No sample size, test length or significance was given. The test targeted new visitors and account holders without a saved address, not every shopper.

## How to run this test

- Hypothesis: If we collect missing address details before checkout starts, then more users will complete the purchase because the checkout funnel is shorter.
- Primary metric: Checkout conversion rate
- Guardrail: Drop-off on the pre-checkout address form
- Guardrail: Bounce rate
- Guardrail: Order completion time
- Who should test it: Stores where many buyers have accounts without saved addresses and checkout has several steps. If most buyers check out as guests, this change won't reach many people.

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Credit: AB Tasty ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ashley-furniture-address-step-out-of-checkout/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.