Checkout flow experiments including objection handling, form optimization, and payment flow improvements.
Across 76 checkout experiments, 13% resulted in a statistically significant win. Winning variants saw an average lift of +21.3%. Meanwhile, 2 tests underperformed the control with an average drop of -5.3%.
64 experiments were inconclusive, meaning the difference between control and variant was not statistically significant. Inconclusive results are still valuable — they tell you what doesn't move the needle, so you can focus testing effort elsewhere.
These results come from real A/B tests with sample sizes ranging from hundreds to millions of visitors. Use them to inform your own checkout testing strategy and avoid repeating experiments that have already been run.
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Context: Users on the checkout need validation from others before committing — without visible proof of success, they hesitate.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Users on the checkout need validation from others before committing — without visible proof of success, they hesitate.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Mobile users experience the checkout differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: Key actions on the checkout disappear as users scroll, creating a gap between intent and the ability to act.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: The primary call-to-action on the checkout isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Users can't quickly find relevant products or content on the checkout, leading to frustration and early exits.
Context: Visual elements on the checkout aren't doing enough to communicate value, build trust, or guide users toward the next step.
Context: The headline on the checkout may not resonate with what users actually care about or address their top objections.
Context: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: How prices are displayed on the checkout directly influences perceived value and willingness to buy.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: How prices are displayed on the checkout directly influences perceived value and willingness to buy.
Context: Without clear urgency signals, users delay their decision on the checkout, leading to drop-offs and abandoned sessions.
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Context: The primary call-to-action on the checkout isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Save your own experiments, get AI-powered test ideas, and build on patterns from 76+ real tests.
View Plans & Pricing