Does asking delivery speed first lift desktop checkout conversion?

Our desktop checkout asked for the delivery address before the delivery speed. We moved delivery speed to the first question and made the heading actionable. Over 20 days, conversion fell 7.1%.

Lost Desktop 20 days Called at 90%

SURFACE

Checkout

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By asking for delivery speed before the delivery address, we will reinforce urgency, resulting in a higher desktop checkout conversion rate.

We expected that leading with how fast the registration would arrive would put the main benefit up front, before visitors reached the address fields.

What we changed

Delivery speed moved to the first question, with an action heading

We moved the delivery service choice to the top of the desktop checkout form, ahead of the delivery address, and rewrote the heading as an action for the visitor to take.

VAR A: DELIVERY SPEED

Delivery service moved to the first question
Heading rewritten as an action

The result

Conversion fell 7.1% with delivery speed asked first

CONVERSION RATE

-7.1%

Over 20 days, the speed-first checkout converted 7.1% worse than the original. The same change on mobile trailed too, by 3.5%, so we paused both versions.

What we took from it

Users preferred giving their address before choosing delivery speed

The delivery speed options carry a price, so asking for speed first put cost at the very top of checkout. That likely added anxiety before visitors had committed. Asking for the address first let them ease in before they saw the price.