Removing optional checkout fields: +0.9% revenue per user
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsRemoving or moving optional checkout fields such as birthdate and state lifted revenue per user by 0.9%, from €68.83 to €69.44, for KoRo.
DRIP Agency ran this A/B test (KRO-05) and published it in its KoRo case study.
The aim was to cut typing and decisions while keeping the shipping steps clear.
- Revenue per user: €68.83 to €69.44, a 0.9% lift.
- Conversion rate: 50.49% to 50.74%, a 0.5% relative lift. This is likely a checkout-step rate, not visitor conversion.
- Revenue during the test: about €41,809 more than control.
- The lifts are small, but checkout traffic is high intent, so small gains add up.
The change
The variant drops optional fields like birthdate and state from checkout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout form included optional fields such as birthdate and state selection.
Variant
Those optional fields were removed or moved out of the main path, and the shipping steps stayed clear.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Every extra field adds typing and thought at the moment shoppers are ready to pay.
- Optional fields like birthdate can look like data collection, which may add doubt.
- DRIP's research flagged mobile typing effort as a key lever for KoRo, and fewer fields help most on small screens.
Caveats: Test KRO-05. The conversion rate is likely a checkout-step rate. Revenue is the total during the test runtime, not an annual figure. DRIP Agency did not publish sample size, test length or statistical significance.
Who ran it
DRIP Agency ran this test for KoRo and published the results (DRIP Agency case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on DRIP Agency →
How to run this test on your store
- Hypothesis
- If we remove or move optional checkout fields, then revenue per user will rise because shoppers face less effort before paying.
- Primary metric
- Checkout completion rate
- Guardrails
- Revenue per user
- Delivery errors or failed shipments
- Marketing data capture rate
- Who should test it
- Any store with optional fields in checkout. Check first that no field is needed for delivery, tax or legal reasons in your markets. If your checkout is already minimal, expect little gain.
Questions
Does removing checkout fields increase conversion?
Often a little. In this KoRo test, removing optional fields lifted the checkout rate 0.5% and revenue per user 0.9%.
Which checkout fields can I remove?
Start with fields that are optional and not needed to deliver the order, such as birthdate. KoRo also removed or moved state selection.
Where should I collect birthdays instead?
After purchase works well, for example on the thank-you page or in a follow-up email. That keeps the data without slowing checkout.
Conversionista