Do vehicle details above the fees lift mobile checkout conversion?

Our mobile checkout showed the fee calculation before the vehicle details. We tested moving the vehicle details and confirmation above the fees. Over 20 days, conversion fell 2.3%, short of 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 showing the vehicle details above the fee calculation, we will let visitors confirm the fees are for the right vehicle, resulting in more completed orders.

Visitors who see a fee before they know which vehicle it covers may stop to check. Confirming the vehicle first follows the order people think in and could build confidence in the total.

What we changed

Vehicle details and confirmation moved above the fee calculation

Var A moved the vehicle information and its confirmation above the fee calculation on the mobile checkout page, so visitors confirmed their vehicle before seeing what they owed. Nothing else changed.

VAR A: VEHICLE FIRST

Vehicle details moved above the fees
Vehicle confirmation moved up with them

The result

Conversion fell 2.3% with the new order, short of our confidence bar

CONVERSION RATE

-2.3%

Over 20 days, the new order converted 2.3% worse than the original. The first 5 days were noisy, and the gap never reached our confidence bar, so we paused the test.

What we would do next

Test whether visitors need the content above the form

Changing the order did not change how visitors bought. That raised a question about whether the content above the form matters to visitors at all, which a next test could answer by trimming it.