Does removing the floating checkout bar and discount buttons lift mobile checkout conversion?

Our mobile checkout kept the site navigation, footer links and a floating checkout bar. We tested removing them, and a version that also simplified the discount buttons. Over 19 days, conversion fell 5.0%, short of our confidence bar.

Not significant Mobile 19 days Not called

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By removing checkout navigation and other distractions, we will keep shoppers focused on finishing their order, resulting in more completed checkouts.

The mobile checkout gave shoppers many ways to leave: the top navigation, the footer links and a floating checkout bar. A grand total line and large discount buttons added more to read.

We tested removing the exits, and in a second version also replacing the discount buttons with simple links.

What we changed

Navigation, footer links and floating cart removed from checkout

Var A removed the top navigation, the footer navigation, the floating checkout bar and the grand total line. Var B kept all of Var A's changes and replaced the discount buttons with simpler links. Both versions tracked how often shoppers used the discounts and sign-in.

Var A: Navigation Focus wireframe — VAR A: NAVIGATION FOCUS

Top navigation removed
Footer navigation removed
Floating checkout bar removed
Grand total line removed

Var B: Discount Focus wireframe — VAR B: DISCOUNT FOCUS

All Var A changes
Discount buttons replaced with links

The result

Conversion fell 5.0%, short of our confidence bar

CONVERSION RATE

-5.0%

REVENUE PER VISITOR

-4.3%

VAR B REVENUE/VISITOR

+6.0%

Over 19 days, removing the navigation (Var A) cut conversion 5.0% and revenue per visitor 4.3%. Adding the simpler discount links (Var B) cut conversion 3.9% but lifted revenue per visitor 6.0%. Neither result reached our confidence bar.

What we would do next

Test the simpler discount links on their own

Var B lost less than Var A, so the discount change may have helped while the navigation removal hurt. We would test the simpler discount links by themselves to see if they lift orders.