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Checkout A/B Test: Checkout Test Which Increased Conversion By 13.39%

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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)

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.

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About the author

Jan Petrovic Jan Petrovic is the founder of, 2012 Award Winning Conversion Optimization Agency. He is also a master certified conversion optimization & web analytics professional. provides conversion optimization services for small and large online business. Jan also works as a web analyst for large U.S. online & offline retailer. Jan studied conversion optimization with MarketingExperiments and Bryan Eisenberg, the most recognized of conversion optimization experts. He gained his master certification in analytics with another widely recognized expert in the analytics industry - Avinash Kaushik. After Jan finished his studies, he launched a website called, which provides dedicated web marketing analyst service for small and large online businesses, allowing businesses to save up to 60% on in-house cost.

Questions or comments?

For queries regarding conversion optimization of your site, or for more information on this article please contact Jan Petrovic, founder of and master certified in conversion optimization and web analytics.

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