# Checkout steps and fields redesigned: +2% user conversion rate

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Checkout steps, fields & flow
- Test run by: [Endless Gain](https://liftarchive.com/practitioners/endless-gain/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/fragrance-direct-optimization-program/
- Page: https://liftarchive.com/test/fragrance-direct-checkout-redesign/

Redesigning several checkout steps and form fields raised user conversion rate by 2%. Endless Gain ran these experiments for Fragrance Direct, a UK beauty retailer, and the work was published as a VWO case study. Many changes shipped together, so the lift belongs to the redesign as a whole, not to any one change.

## Result

**+2% user conversion rate**

- User conversion rate: +2% from the checkout improvements.
- This is a bundled result. It may combine several experiments, so it can't be credited to one change.
- No sample size, duration or confidence level was shared.

## Control

The original checkout had steps and fields that research flagged as causing friction for shoppers.

## Variant

Several checkout steps and the fields within them were redesigned to reduce friction. The specific changes were not described.

## Why it likely won (our reading)

- Checkout is where buyers have the most intent, so removing friction there turns more of them into orders.
- Fewer or clearer fields mean less effort and fewer errors before payment.
- The changes came from several pieces of research, so they targeted known problems rather than guesses.

## Caveats

This was a bundle of checkout changes, possibly across several experiments, and the case study does not say what changed. No sample size, duration or significance was published.

## How to run this test

- Hypothesis: If we remove the checkout steps and fields that research shows cause friction, then more shoppers will finish their order because checkout takes less effort.
- Primary metric: Checkout completion rate
- Guardrail: Average order value
- Guardrail: Payment errors
- Guardrail: Email sign-up rate at checkout
- Who should test it: Stores where analytics or user research show drop-off inside checkout. If your platform's checkout is locked or already streamlined, there may be little to gain.

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Credit: Endless Gain ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fragrance-direct-checkout-redesign/).
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.