Checkout steps, fields & flow on checkouts: A/B tests

17 A/B tests with real results, plus 10 ideas, shared by the practitioners who ran them.

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+10.07% revenue per visitor

Added 3 USPs (guarantee, orders shipped, delivery speed) below the Pay Now button on checkout

CheckoutMoney-back guarantee & returns@DaveDiederen

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+A$6,145/month

Customer reviews under the 'Pay now' button

CheckoutReviews & star ratingsConvertibles

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+18% transactions

Explained contact fields in Shopify checkout

CheckoutCheckout steps, fields & flowSurefoot

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+16.01% revenue

Promoting express delivery and Stripe at checkout

CheckoutShipping & delivery messagingSculpt Digital

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+3% conversions

Facebook login removed from checkout

CheckoutCheckout steps, fields & flowBliVakker.no

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+9.98% purchases

Sticky checkout button with order total

CheckoutSticky add-to-cart barsVWO

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+30% conversion rate

Country-localized checkout at Readers.com

CheckoutShipping & delivery messagingOne Click

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+11% sign-ups

Cutting 3 fields from a 17-field registration form

CheckoutCheckout steps, fields & flowBliVakker.no

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-25% cart abandonment, +12% sales

Order overview in checkout step 2

CheckoutCheckout steps, fields & flowReplaceDirect

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+1.36% checkout completion

Klarna eligibility at delivery choice

CheckoutPayment icons, express checkout & BNPLSchuh

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+15% conversions

Moving the address step out of checkout

CheckoutCheckout steps, fields & flowAB Tasty

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+2% user conversion rate

Checkout steps and fields redesigned

CheckoutCheckout steps, fields & flowEndless Gain

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+17% transactions

Create-account option moved to the center

CheckoutCheckout steps, fields & flowLancôme

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+10% at GANNI

Merging email and details into one checkout step

CheckoutCheckout steps, fields & flowGANNI

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+2% conversion, inconclusive

Product recommendations in checkout

CheckoutUpsells & cross-sellsBlend Commerce

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-3.04% conversion rate

Engraved case option at checkout

CheckoutUpsells & cross-sellsDash of CX

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inconclusive

Clarifying guest checkout at GANNI

CheckoutCheckout steps, fields & flowGANNI

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Idea, no result yet

Turn on Shopify checkout tipping

CheckoutCheckout steps, fields & flow@CROguy_

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Idea, no result yet

Rename shipping options to delivery times

CheckoutShipping & delivery messaging@CROguy_

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Idea, no result yet

Remove unneeded checkout fields

CheckoutCheckout steps, fields & flow@CROguy_

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Idea, no result yet

Money-back guarantee block under the checkout total

CheckoutMoney-back guarantee & returns@kasper_dolk

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Idea, no result yet

Cut checkout from 5 steps to 3

CheckoutCheckout steps, fields & flow@joshtCRO

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Idea, no result yet

Cut clicks from cart to purchase, added express checkout and removed unneeded form fields

CheckoutPayment icons, express checkout & BNPL@joshtCRO

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Idea, no result yet

Checkout: rewrote headlines, removed a step and tested 'Fast, Free Shipping in 2 Days' vs 'Free Shipping Over $50'

CheckoutShipping & delivery messaging@joshtCRO

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Idea, no result yet

Sticky 'Pay now' button with the order total pinned to the bottom of checkout

CheckoutSticky add-to-cart bars@kasper_dolk

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Idea, no result yet

Replace a plain Stripe checkout with a custom native checkout

CheckoutCountdown timers@kasper_dolk

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Idea, no result yet

Remove extra calls to action from the checkout flow

CheckoutMoney-back guarantee & returns@DaveDiederen