Checkout: Address Modal Mandatory
Hypothesis
Formerly the grid page mandatory zipcode modal resulted in a positive lift in conversions. If we make the full address modal appear mandatory by default we can increase the number of people getting accurate rates and reduce dropoff from address modal to checkout.
Test Results
Key Learning
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
What was tested: Formerly the grid page mandatory zipcode modal resulted in a positive lift in conversions. If we make the full address modal appear mandatory by default we can increase the number of people getting accurate rates and reduce dropoff from address modal to checkout.
Result: No statistically significant difference was detected. No significant difference suggests users adapted to the change quickly, or the variation didn't address the actual friction point. Try testing more targeted elements.
How to Apply This to Your Site
This experiment tested checkout: address modal mandatory but produced no statistically significant change. The test was run on a checkout page in the energy & utilities industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require large sample sizes to detect small effects. This test ran for 28 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Formerly the grid page mandatory zipcode modal resulted in a positive lift in conversions. If we make the full address modal appear mandatory by default we can increase the number of people getting accurate rates and reduce dropoff from address modal to checkout.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
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