Talk to a humanSimplifying 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%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
Cart
Winner
Mobile Checkout Optimization
Optimizing the mobile checkout flow drove a dramatic increase in conversion rate and doubled orders despite a visitor decline.
+0.00% (CVR) CVR
Collection Page (PLP)
Loss Prevented
Sticky mobile filters boost product discovery and navigation accessibility
Implementing sticky mobile filters aimed to streamline product discovery by keeping filters accessible while browsing. Discover the impact on user engagement and sales.
-16.0% Conversion rate
Homepage
Inconclusive
Adding 'Customise' Badge and Real-Life Images on Product Cards Boosts Visibility of Customizable Products
Adding a "Customise" badge and real-life images aimed to highlight customizable products. See how this impacted conversion and engagement metrics.
-5.0% Conversion rate