Does cutting checkout exit points lift mobile conversion?

Our mobile checkout had a large Incorrect Vehicle button and other ways to leave the page. We tested a link in its place, with content moved up. Over 15 days, conversion fell 3.6%, short of our confidence bar.

Not significant Mobile 15 days Not called

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By turning the Incorrect Vehicle button into a link and cutting other distractions, we will reduce the ways visitors leave checkout, resulting in a higher conversion rate.

An earlier mobile checkout test showed a small lift that did not reach our confidence bar. Each button that leads away from checkout is a chance to lose a visitor, so we built on that version and cut the exit points.

What we changed

Incorrect Vehicle button turned into a link, and content moved up

Var A built on the version from an earlier mobile checkout test. It turned the Incorrect Vehicle button into a text link, moved the page content up, and removed other distractions from the page.

VAR A: FEWER EXITS

Builds on an earlier checkout version
Incorrect Vehicle button turned into a link
Page content moved up
Other distractions removed

The result

Conversion fell 3.6% with fewer exit points, short of our confidence bar

CONVERSION RATE

-3.6%

Over 15 days, the version with fewer exit points converted 3.6% worse than the original. It looked strong in the first days, but conversion leveled out as more traffic came in. The gap did not reach our confidence bar, so we paused the test.

What we would do next

Keep the vehicle correction path easy to find

Visitors who need to fix their vehicle details may have struggled to find the smaller link, and the change did not keep more visitors in checkout. A next test would cut exits that do not serve a real need and keep that one clear.