Does a checkout header that matches the store lift conversion?
The mobile checkout for CBD products used a larger logo and a gradient header that looked different from the store. We tested a header that matched the store. Conversion rose 10.4% and exits fell 16% over 15 days.
Won Mobile 15 days Called at 90% Reviewed
The hypothesis
By keeping the checkout header consistent with the store, we will make checkout feel familiar and trustworthy, resulting in more shoppers who finish their purchase.
When shoppers moved from the store to checkout, the header changed to a larger logo on a gradient background. That jump could feel jarring at the moment we needed trust most.
2 earlier tests on this checkout removed navigation and discount links, and both lost. This round tried matching the store instead of stripping things out.
What we changed
We made the mobile checkout header match the header in the store.
Both variations replaced the larger logo and gradient with a header that matched the store. Variation A kept cart and log in links in the header. Variation B, the winner, used the matching header with no extra links. The checkout steps stayed the same.
- Header matches the store
- Cart and log in links kept
- Header matches the store
- No extra links in the header
The result
Conversion rose 10.4% and exits fell 16% with the plain header.
Variation B, the matching header with no extra links, won after 15 days. Conversion rose 10.4%, revenue per visitor rose 2.9%, and 16% fewer shoppers exited the checkout.
Variation A, with cart and log in links, trended down during the run. We implemented Variation B.
What we took from it
A familiar header with fewer exits kept shoppers in checkout.
On this checkout, the sudden change in the header broke the flow from the store. Matching it made checkout feel like the same site, and leaving out extra links removed easy ways out. A later desktop test built on this result.