What we tested
The checkout part stayed the same, as the point of assurance part in the right hand navigation.
The client sells downloadable exam software for the IT industry. There is no shipping charge.
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.
The single step checkout won and improved conversion rate by 13.39% and 100% confidence level.
conversion by 13.39% at 100% confidence levelfrom $44.87 to $51.52, a 14.82% increase at 100% confidence levelbrought extra $62,000 in monthly revenue, or annual revenue increase by over $744,000
Control Variation (one page checkout)
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