All Latest 620 A/B Tests

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Mobile only)

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Mobile only)

In this experiment (1) the zip code field position was moved up, right below the last name. And (2) entering the zip code would populate the state and city using an autofill API call. Impact on orders completed was measured.

In this experiment, a floating "Confirm Payment" button was added on the last step of a checkout flow. The button appeared with two different states: in a disabled state, leading to the terms and conditions; and in an active state, after checking off the terms. Impact on purchases was measured. 

In this experiment, a breadcrumb was replaced with a circular progress bar (arguably more visible overall steps; but less visible/clickable accomplished steps). Impact on transactions was measured.

In this experiment, two sets of distractions were removed from the checkout put. First, the search bar was removed from the top of the screen. Second, a series of app links were also removed from the bottom of the screen near the footer. Impact on checkouts was measured.

In this experiment, a 3 step progress bar was added at the top of an ecommerce checkout funnel. Impact on checkout progression and completed sales was measured.

In this experiment, a 3 step progress bar was added starting on a checkout funnel (dedicated add-to-cart page, greeting card step and order summary). The progress bar also showed any completed steps as a "checked off" state. More so, users were able to use the progress bar as a navigation item to any previously completed and currently active steps. Impact on sales was measured.

In this experiment, a preset coupon code with -15% amount and an easy to "apply" button was shown to new users who have never made a purchase. In the variation, the an empty coupon field was shown. Impact and transactions and revenue was measured.

In this experiment, the order of the checkout flow was rearranged. In the control the first step of the checkout flow started with the shipping information step, followed by greeting card selection. In the variation this was rearranged (hypothesis was that the greeting card step was easier). Impact on sales was measured.

This was an experiment on the first checkout step where users would enter shipping information. The control had a longer footer with more additional sitewide links and a call to action to a newsletter. The variation removed these elements and kept the focus on the shipping information task. Impact on progression to next step and sales was measured.

In this experiment, a question about a customer's reason for purchase was broken out into a separate step and moved earlier in the process. In the control, this question was asked in the final checkout step along with a plan selection (Step 4 of 4). In the variation, this question was shifted as a standalone first step (Step 1 of 5). Impact on completed purchases was measured (for a contract cancellation service in this case).

Does adding Google's address auto complete functionality to an address field help with higher form completions? This auto fill feature has been tested in the variation of a contract cancellation funnel. After selecting an auto completed address from a pulldown menu, the following fields were preselected: house number, zip code, city and country (potentially lowering friction?). Impact on successful form completions (contract cancellations) has been measured. Notice how the form also expanded progressively upon selecting the complete address in the variation.  

In this experiment, the variation has a "Back To Shopping Cart" link right underneath the checkout button. Impact on sales was measured.