# 18 checkout usability fixes at Devold: +73% checkout conversion

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps
- Test run by: [Conversionista](https://liftarchive.com/practitioners/conversionista/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionista.com/cases/boosting-conversions-devolds-path-to-a-73-increase-in-checkout-success/
- Page: https://liftarchive.com/test/conversionista-devold-checkout-18-fixes/

Devold's checkout conversion rate rose 73% after 18 small, research-led checkout fixes went live. Conversionista ran the work for the Norwegian merino wool brand, working with Devold's tech partner Columbus. This was a before/after comparison of a bundle of changes, not an A/B test.

## Result

**+73% checkout conversion**

- Checkout conversion rate: +73% in the first month after launch, compared with the same month a year earlier.
- Traffic in the later month was much lower, which the source notes. Lower traffic can raise conversion rate on its own if the visitors who remain are keener buyers.
- The 18 changes shipped together, so no single fix can be credited. The source does not list each change.

## Control

Devold's existing checkout. Heuristic review and usability testing had found several pain points that were losing sales.

## Variant

18 small design changes to the checkout, each aimed at a pain point found in research and each needing little development work. They shipped over six weeks in two sprints.

## Why it likely won (our reading)

- Usability testing pointed at real friction points, so fixes went where buyers were getting stuck.
- Many small fixes in one flow can add up, because each removes a reason to abandon.
- Part of the jump may come from the comparison itself: a year-on-year month with much lower traffic is not a controlled test.

## Caveats

Before/after, not a split test: one month after launch versus the same month a year earlier, with much lower traffic. 18 changes were bundled, and the agency reported the result.

## How to run this test

- Hypothesis: If we fix the checkout pain points found in usability testing, then more shoppers will complete checkout because fewer will hit confusing or broken steps.
- Primary metric: Checkout conversion rate (orders / checkout starts)
- Guardrail: Average order value
- Guardrail: Payment errors
- Guardrail: Customer service contacts about orders
- Who should test it: Stores whose checkout has known usability problems and who can't wait for a full redesign. If traffic allows, roll fixes out as an A/B test or in stages so you can tell which ones help. A checkout already in good shape will see much less.

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Credit: Conversionista ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/conversionista-devold-checkout-18-fixes/).
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.