# Explained contact fields in Shopify checkout: +18% transactions

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [Surefoot](https://liftarchive.com/practitioners/surefoot/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://surefoot.me/case-studies/biolite
- Page: https://liftarchive.com/test/biolite-shopify-checkout-contact-info-block/

Grouping email and phone into a labelled Contact Information block, with short text explaining how each would be used, lifted BioLite's transactions by 18%. Drop-off from checkout step 1 to step 2 fell by 14%. Surefoot ran this A/B test inside BioLite's Shopify checkout and published it as a case study.

## Result

**+18% transactions**

- Transactions: up 18%, on both desktop and mobile.
- Drop-off from step 1 (shipping address) to step 2 (shipping method): down 14%.
- Email capture: up 20%.

## Control

The standard Shopify checkout first step. It asked for email and phone up front, with no explanation of why they were needed.

## Variant

Email and phone moved into a clearly labelled Contact Information section below the shipping address. Helper text next to each field explained how it would be used.

## Why it likely won (our reading)

- User research found shoppers paused when asked for personal details without knowing why. The helper text answered that question at the exact moment it came up.
- Starting with the shipping address puts a familiar task first, so the more personal ask comes after the shopper has some momentum.
- A labelled block makes the form look more organised and the request feel smaller.

## Caveats

Sample size, duration and confidence level were not shared in the case study. BioLite sells off-grid energy gear, so results may differ for other categories.

## How to run this test

- Hypothesis: If we group email and phone into a labelled contact block below the shipping address and explain how each is used, then more shoppers will move past the first checkout step because the request feels safer and clearer.
- Primary metric: Completed transactions
- Guardrail: Step 1 to step 2 checkout drop-off
- Guardrail: Email capture rate
- Guardrail: Phone number completion rate
- Who should test it: Shopify stores that see heavy drop-off on the first checkout step, especially if they ask for a phone number. It may matter less where shoppers mostly check out with saved details or express pay.

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Credit: Surefoot ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/biolite-shopify-checkout-contact-info-block/).
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.