Checkout: Layout Optimization
Test Results
Key Learning
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
What was tested: A variation was tested against the existing experience.
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: layout optimization 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 adequate traffic to reach statistical significance. This test ran for 41 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.
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