Simplifying the checkout process drove a 5.9% conversion rate lift and 5.8% more orders for AFTCO.
Simplified Checkout Process
Goal
CVR
Result
+5.88% (CVR) CVR
Category
Cart
Outcome
Winner
Before
After
IF we simplify the checkout process by reducing steps and form fields, THEN conversion rates will increase BECAUSE users will encounter less friction and abandon fewer carts during the purchase completion flow.
The checkout flow was streamlined by consolidating steps and reducing the number of form fields to only essential information. Mobile responsiveness was improved to ensure the simplified checkout worked seamlessly across all device sizes. The overall checkout progression was made more intuitive with clearer step indicators and progress cues.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+5.9%
Lift in conversion rate
+5.8%
Change in amount of orders
+5.2%
Change in revenue per visitor
Conversion rate lifted +5.9% and orders grew +5.8% — a clean, consistent win. The simplified checkout successfully reduced friction in the purchase completion flow, converting shoppers who would have otherwise abandoned during a more complex process. With both CR and order volume up by nearly identical amounts, this confirms the improvement came from genuine conversion gains rather than traffic shifts. Checkout simplification proved to be a reliable, high-impact optimization.
Detailed results breakdown
Average order value
-0.6%
Lift in conversion rate
+5.9%
Change in revenue per visitor
+5.2%
Change in amount of orders
+5.8%
Revenue change
NaN%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Product Page (PDP)
Enhanced Discount Price Styling
A test was conducted to display discounted prices in a smaller font than original prices. This change aimed to improve the perception of deals and increase conversions.
+3.0% Conversion rate
Collection Page (PLP)
Collection pages redesign with improved visuals and navigation boosts desktop revenue and engagement
Discover how redesigning collection pages with better visuals impacted user engagement and conversions.
-2.36% (CVR) CVR
Product Page (PDP)
Simplified Product Descriptions
Simplifying product descriptions produced modest gains across conversion rate, AOV, and RPV, but none reached statistical significance.
+1.36% (CVR) CVR