Simplifying the checkout lifted AOV by 9.9% and RPV by 8.9%, but conversion rate was flat at -1.0%.
Simplified Checkout Process
Goal
CVR
Result
-0.97% (CVR) CVR
Category
Cart
Outcome
Inconclusive
Before
After
IF we simplify the checkout process by reducing complexity and improving the flow, THEN conversion rates and revenue will increase BECAUSE users will complete purchases with less friction and fewer abandonment points.
The checkout process was simplified with a streamlined flow that reduced the number of decisions required during purchase completion. Form fields were reorganized and non-essential steps were consolidated. The payment and shipping sections were redesigned for a more intuitive progression through the checkout funnel.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+9.9%
Average order value
+8.9%
Change in revenue per visitor
NaN%
Revenue change
AOV jumped +9.9% and RPV gained +8.9%, suggesting the simplified checkout encouraged higher-value purchases — possibly by reducing friction that previously caused shoppers to abandon higher-priced carts. However, CR was flat at -1.0% and orders dipped -2.0%, meaning the simplification didn't bring in additional converters. The net RPV gain of +8.9% is a strong positive outcome driven by basket value, but the lack of conversion improvement makes this inconclusive as a traditional checkout optimization. The result suggests the checkout changes benefited committed buyers rather than recovering abandoners.
Detailed results breakdown
Average order value
+9.9%
Lift in conversion rate
-1.0%
Change in revenue per visitor
+8.9%
Change in amount of orders
-2.0%
Revenue change
NaN%
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Other experiments we've run
Product Page (PDP)
Enhanced Desktop Experience
Enhancing the desktop experience produced a modest 2.2% conversion rate lift and 1.0% add-to-cart gain, but results were inconclusive.
-0.36% (CTR) CTR
Product Page (PDP)
Sticky Bottom Add to Cart Bar
The mobile version of the website was adjusted to reduce the bounce rate. Learn how these changes impacted user engagement and conversion metrics.
+0.0% Conversion rate
Collection Page (PLP)
Redesigned square product cards boost mobile engagement despite mixed performance metrics
The redesign of AFTCO's product cards aimed to enhance user engagement and conversions by simplifying the layout and optimizing space. Discover the impact of these changes.
-5.64% (CVR) CVR