Does removing checkout fee language lift mobile conversion?

Our mobile checkout opened with a blue header and fee language that the homepage no longer used. We tested removing both and carrying the homepage messaging into checkout. Over 20 days, conversion rose 7.2% with the reworked copy.

Won Mobile 20 days Called at 90%

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By carrying the homepage themes into the mobile checkout and removing fee language, we will make the process feel smoother, resulting in more confidence and more completed orders.

Earlier homepage tests found that cutting fee callouts lowered anxiety and lifted conversion. The checkout still opened with a blue header and fee language, so visitors met a different tone the moment they reached it.

What we changed

Blue header and fee language removed, homepage messaging carried in

Both versions removed the blue header and the fee language. Var A also added the calculation complete message from the homepage form, so checkout picked up where the form left off. Var B instead restated what the visitor came to do.

VAR A: REDUCE / IMPROVE COPY

Blue header removed
Fee language removed
Calculation complete message added

VAR B: REINFORCE EXPECTATIONS

Blue header removed
Fee language removed
Copy restates what the visitor came to do

The result

Reworked checkout copy lifted mobile conversion 7.2%

CONVERSION RATE

+7.2%

VAR B CONVERSION

+3.2%

Over 20 days, Var A converted 7.2% better than the original and lifted revenue per visitor 7.2%, which cleared our confidence bar. Var B rose 3.2% but did not reach the bar. We implemented Var A on mobile and took both versions into a desktop checkout test.

What we took from it

Visitors wanted checkout to pick up where the form left off

The calculation complete message told visitors their form had worked and that checkout was the last step. Removing fee language also took away a reason to stop. Both versions moved up, but the one that linked checkout back to the homepage form did best.