Does asking delivery speed first lift mobile checkout conversion?

Our mobile checkout asked for the delivery address before the delivery speed. We moved delivery speed to the first question and made the heading actionable. Over 20 days, conversion fell 3.5%, a result that did not reach our confidence bar.

Not significant Mobile 20 days Not called

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By asking for delivery speed before the delivery address, we will reinforce urgency, resulting in a higher mobile checkout conversion rate.

We expected that leading with how fast the registration would arrive would put the main benefit up front, before visitors reached the address fields.

What we changed

Delivery speed moved to the first question, with an action heading

We moved the delivery service choice to the top of the mobile checkout form, ahead of the delivery address, and rewrote the heading as an action for the visitor to take.

VAR A: DELIVERY SPEED

Delivery service moved to the first question
Heading rewritten as an action

The result

Conversion fell 3.5%, short of our confidence bar

CONVERSION RATE

-3.5%

Over 20 days, the speed-first checkout converted 3.5% worse than the original, a gap that did not reach our confidence bar. The same change on desktop lost more clearly, so we paused both.

What we would do next

Keep the address first and show speed options after it

The delivery speed options carry a price, so this version put cost at the very top of checkout. That may have raised anxiety before visitors had committed. A next version would keep the address first and present the speed options after it.