A/B Test Case Study: Single Page vs. Multi-Step Checkout
This post is contributed by Janis Lanka (@janislanka, who manages front-end development for Elastic Path Software.
A little while back, I wrote on Elastic Path's Grep Community blog about our decision to change to a two-page checkout process. We piloted this checkout process on the Hockey Canada Store with the main goals being to reduce abandonment and to increase conversion. The results were extremely positive, but we weren't content to sit on our laurels. So when we started re-working the Official Vancouver 2010 Olympic Store, we challenged ourselves to take it to the next level -- and we cut the checkout process down to just single page.
Structurally, the new single-page checkout looks very much like the two-page checkout, with shipping information first, followed by billing and confirmation.
Control: Original, Multi-Step Process
(Click to enlarge, will open new page)
Get hands on with an Elastic Path Free Trial
Start building the commerce experience your unique business demands with a free Elastic Path Commerce Cloud account. Get in touch with us and we will setup a Free Trial store for you for six weeks.Sign up for a free trial
Treatment: Single Page Checkout
The option to create an account after checkout is offered after the order is completed:
With A/B split testing, 50% of traffic was redirected to the original checkout, while the other 50% was served the new single-page checkout. After only 300 transactions, the winner was clear and we stopped the experiment after 606 transactions. Google Website Optimizer concluded that the single-page checkout outperformed the out-of-the-box checkout by a whopping 21.8%.
While this number is impressive, it should not be used as an indicator for how every single-page checkout will perform. Your results will vary, depending on your product, target market etc. There's no silver bullet checkout process that works best for all business models. Doing your own A/B split testing will give you a better idea of what kind of improvement you can expect.
Like what you’re reading?
Check out some of our other great content here
Get actionable insights on ecommerce trends and best practices
You'll receive a welcome email shortly.