Does matching checkout to the micro step form lift conversion?

We were testing a new micro step design on the mobile homepage form. We tested a mobile checkout restyled to match it, so the 2 steps felt like 1 experience. Over 19 days, conversion was 3.6% lower, short of our confidence bar.

Not significant Mobile 19 days Not called

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By restyling the mobile checkout to match the micro step form design, we will give visitors a consistent experience, resulting in more completed orders.

We planned to test the full funnel in the new micro step design. Running this checkout test while the homepage micro step test was live gave us a read on the checkout design alone before we combined the 2.

What we changed

Mobile checkout restyled to match the micro step form design

Var A updated the design of the mobile checkout to match the micro step form being tested on the homepage. It ran while the homepage test was live, ahead of a full funnel test that combined both pages.

VAR A: UPDATED CHECKOUT DESIGN

Checkout restyled to match the micro step form
Ran alongside the homepage micro step test

The result

Conversion was 3.6% lower with the restyled checkout

CONVERSION RATE

-3.6%

Over 19 days, the restyled checkout converted 3.6% worse than the original, with revenue per visitor also down 3.6%. The gap did not reach our confidence bar. With a baseline read on the checkout design in hand, we paused the test and moved the design into the full funnel test.

What we would do next

Judge the checkout design as part of the full funnel

On its own, the new checkout design did not help. Its value depended on visitors arriving from the matching micro step form, so we would judge it in a full funnel test where both pages share the design.