Simpler shipping form and login section: checkout rate +1.4%
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsSimplifying the shipping form and login section in checkout lifted the checkout conversion rate from 87.16% to 88.41% (+1.4%) for KoRo.
DRIP Agency ran this A/B test (KRO-64) and published it in its KoRo case study.
The change gave guest and returning shoppers fewer choices to make at a high-intent moment.
- Conversion rate: 87.16% to 88.41%, a 1.4% relative lift. This is a checkout-step rate, not visitor conversion.
- Revenue per user: up 1.5%.
- Revenue during the test: about €50,182 more than control.
The change
The variant simplifies the login section and shipping form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Checkout used the original shipping-information form and login section.
Variant
The shipping form and login section were simplified, with fewer decision points for both returning customers and guests.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A login section often makes shoppers stop and choose between signing in, creating an account or checking out as a guest. Fewer choices keep them moving.
- A cleaner shipping form reduces typing and errors, which matters most on mobile.
- It built on the earlier KRO-05 win, which also cut checkout effort, so the mechanism had already been shown to work for KoRo.
Caveats: Test KRO-64. The conversion rate is 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 simplify the shipping form and login section, then checkout completion will rise because guest and returning shoppers face fewer decisions.
- Primary metric
- Checkout step completion rate
- Guardrails
- Revenue per user
- Account sign-in rate
- Address errors
- Who should test it
- Stores where checkout opens with a login or account choice, or with a long address form. If you already offer one-click or express checkout to most buyers, the gain may be smaller.
Questions
Should checkout ask shoppers to log in?
Offer it, but do not make it a hurdle.
KoRo saw a 1.4% checkout lift after reducing the decisions in its login section.
How do I simplify a shipping form?
Remove fields you do not need, use address autocomplete, and keep a clear single path. Test each change against your current form.
Is guest checkout better than account creation?
For most stores, letting people buy without an account reduces drop-off.
You can invite them to create an account after the order.
Conversionista