Checkout: Layout Optimization
Test Results
Key Learning
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
What was tried: The variant changed the existing experience but introduced unexpected friction. (-7.3% change)
Why it failed: Major layout changes often lose because they disrupt learned user behavior. Test smaller, incremental layout tweaks instead.
How to Apply This to Your Site
This test showed that checkout: layout optimization led to a -7.3% drop in conversions. The change was tested on a checkout page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. This test ran for 11 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
A/B test on checkout testing layout changes.
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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Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
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Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.