Simplifying the checkout process by reducing steps and removing optional fields led to a 6.9% decline in conversion rate.
Simplified Checkout Process
Goal
CVR
Result
-6.87% (CVR) CVR
Category
Cart
Outcome
Loss Prevented
Before
After
IF we simplify the checkout process by reducing the number of steps and removing optional fields, THEN conversions will increase BECAUSE customers will find it easier and faster to complete their purchases.
The checkout flow was streamlined by consolidating steps and removing optional form fields that were deemed non-essential. The process was reduced to fewer screens with less information required at each stage. Mobile responsiveness was enhanced to ensure the simplified flow worked well across devices.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+1.8%
Average order value
+0.9%
visitors
-4.38%
Revenue change
Conversion rate dropped -6.9% and revenue declined -4.38%, indicating that the simplified checkout actually hurt rather than helped. The modest +1.8% AOV gain — likely from more committed buyers completing the flow — didn't offset the conversion loss. Removing optional fields may have eliminated information that customers valued during checkout, such as gift messages or special instructions. This shows that checkout simplification isn't universally beneficial — some fields customers perceive as optional may actually support their purchase confidence.
Detailed results breakdown
Average order value
+1.8%
Lift in conversion rate
-6.9%
Change in revenue per visitor
-5.2%
Change in amount of orders
-6.1%
Revenue change
-4.38%
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Simplifying the product page layout lifted AOV by 4.4% but had minimal impact on conversion rate and revenue per visitor.
-0.92% (AOV) AOV