# Removing optional checkout fields: +0.9% revenue per user

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps
- Test run by: [DRIP Agency](https://liftarchive.com/practitioners/drip-agency/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://dripagency.de/case-studies/koro
- Page: https://liftarchive.com/test/drip-koro-checkout-remove-optional-fields/

Removing 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.

## Result

**+0.9% revenue per user**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per user
- Guardrail: Delivery errors or failed shipments
- Guardrail: 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.

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Credit: DRIP Agency ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/drip-koro-checkout-remove-optional-fields/).
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.