Checkout: Easiest Fields First
Hypothesis
If we implement 'Easiest Fields First' on checkout pages (In this experiment, the order of the checkout flow was rearranged), then key conversion metrics will improve.
Test Results
Key Learning
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
What was tested: REAL-WORLD TEST: 'Easiest Fields First' was tested on a live checkout page. The test involved 9,626 real visitors. Full statistical results require paid access. Test methodology: In this experiment, the order of the checkout flow was rearranged. In the control the first step of the checkout flow started with the shipping inform...
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested checkout: easiest fields first 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 form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, the order of the checkout flow was rearranged. In the control the first step of the checkout flow started with the shipping information step, followed by greeting card selection. In the variation this was rearranged (hypothesis was that the greeting card step was easier). Impact on sales 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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Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.