# Skipping the cart and going straight to checkout: double-digit lift

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [Prismfly](https://liftarchive.com/practitioners/prismfly/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://prismfly.com/case-study/crunchlabs
- Page: https://liftarchive.com/test/crunchlabs-skip-cart-direct-checkout/

Removing the cart step so shoppers went straight toward checkout gave a double-digit lift in conversions; the exact figure wasn't shared. Prismfly ran this A/B test for CrunchLabs, which sells STEM subscription kits. CrunchLabs is a single-product brand, which is why skipping the cart made sense.

## Result

**double-digit lift**

- Conversions: a double-digit lift, with the exact figure not given.
- Prismfly's wider program reported +35% sitewide purchase conversion and single tests up to +22% revenue, but those figures are not tied to this test.

## Control

Shoppers went through the standard flow: add to cart, view the cart, then go to checkout.

## Variant

The cart step was skipped entirely, so shoppers moved straight toward checkout.

## Why it likely won (our reading)

- With one product, the cart adds a step without adding a choice. Removing it shortens the path to paying.
- Each extra page is a chance to drop off, and subscription buyers have already decided by the time they click.
- Sending shoppers straight to checkout keeps the momentum from the product page.

## Caveats

No exact number was shared for this test. The program also tested subscription frequency options and badging, and the headline program figures cover all of that work.

## How to run this test

- Hypothesis: If we send shoppers straight to checkout instead of the cart, then conversions will rise because one fewer step means fewer chances to drop off.
- Primary metric: Purchase conversion rate
- Guardrail: Average order value
- Guardrail: Units per order
- Guardrail: Checkout abandonment rate
- Who should test it: Brands that sell one product or one subscription, where the cart has little to do. Stores with large catalogs or strong cart upsells could lose order value, so watch AOV closely.

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Credit: Prismfly ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/crunchlabs-skip-cart-direct-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.