What we tested
We tested removing ‘basket’ step in the checkout and instead we created one page checkout, i.e. multi step checkout vs. one page checkout. This one page checkout acted as a basket and the checkout at the same time. Visitors were able to remove items, or edit quantity and add promo code.

The checkout part stayed the same, as the point of assurance part in the right hand navigation.

Test background
The client sells downloadable exam software for the IT industry. There is no shipping charge.

-    test duration 5 weeks
-    over 7,500 visitors took part in this test, who generated over 3,300 transactions
-    3 variations in the test

NOTE: We ran 3 test variations. The 3rd variation was leading visitors directly to checkout, skipping the basket page. The reason for this set up was due to the fact that the client was already leading visitors directly to the first step in the checkout and we, including our client, wanted to know if that was the right thing to do. However, after 4 weeks of running of this test, we decided to stop this variation as it was the weakest performing of the 3 variations.

Test results
The single step checkout won and improved conversion rate by 13.39% and 100% confidence level.

-    we improved conversion by 13.39% at 100% confidence level
-    revenue per visitor went up from $44.87 to $51.52, a 14.82% increase at 100% confidence level
-    this test alone brought extra $62,000 in monthly revenue, or annual revenue increase by over $744,000

Control (multi step checkout)                                  Variation (one page checkout)

Hypothesis
Here is some speculation on the possible causes of the test outcome

• By removing the ‘basket’ page, the treatment (one page checkout) led visitors directly to checkout process, where visitors were also able to see the short checkout form. This probably helped in their decision making when seeing how simple the checkout process was.
• Also by changing the quantity to show how many computers they can install this downloadable product on, it removed friction during the checkout, as it answered their immediate question which was: on how many computers they can install the software on.

To contact proimpact7.com regarding conversion optimization call +44 (0)20 7617 7848 or contact me at jan@proimpact7.com.

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