Checkout: Checkout Flow Simplification
Hypothesis
If we implement 'Tunnel' on checkout pages (In this experiment, two sets of distractions were removed from the checkout put), then key conversion metrics will improve.
Test Results
Key Learning
Context: Users can't quickly find relevant products or content on the checkout, leading to frustration and early exits.
What was tested: REAL-WORLD TEST: 'Tunnel' was tested on a live checkout page. The test involved 206,500 real visitors. Full statistical results require paid access. Test methodology: In this experiment, two sets of distractions were removed from the checkout put. First, the search bar was removed from the top of the screen. Second,...
Result: No statistically significant difference was detected. Navigation tests that don't show a difference may indicate the issue is content findability, not menu structure. Consider search and filtering improvements.
How to Apply This to Your Site
This experiment tested checkout: checkout flow simplification but produced no statistically significant change. The test was run on a checkout page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that navigation tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, two sets of distractions were removed from the checkout put. First, the search bar was removed from the top of the screen. Second, a series of app links were also removed from the bottom of the screen near the footer. Impact on checkouts was measured.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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