Checkout: Field Explanations
Hypothesis
If we implement 'Field Explanations' on checkout pages (In this experiment on Valk Exclusief 's web site, a reason was provided for why the e-mail address is being collected), 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: 'Field Explanations' was tested on a live checkout page. The test involved 26,534 real visitors. Full statistical results require paid access. Test methodology: In this experiment on Valk Exclusief 's web site, a reason was provided for why the e-mail address is being collected. Google translation of the added...
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: field explanations 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 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 on Valk Exclusief 's web site, a reason was provided for why the e-mail address is being collected. Google translation of the added text is as follows: "If your e-mail address is not yet known to us, we will ask you to add some missing information. Then you immediately benefit from our benefits such as the ValkLoyal savings program."
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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