Does matching the checkout design to the homepage lift conversion?

Our desktop checkout looked different from the homepage visitors had just left. We tested a checkout styled to match it, with its sections grouped in 1 container. Over 14 days, conversion fell 2.2%, short of our confidence bar.

Not significant Desktop 14 days Not called

SURFACE

Checkout

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By matching the checkout design to the page before it, we will make the move between pages feel smooth, resulting in a higher conversion rate.

When the next page looks different, visitors can feel they have landed somewhere new. Matching the checkout to the homepage could cut that friction and keep visitors moving.

What we changed

Checkout styled to match the homepage, with sections grouped together

Var A moved the checkout headings into the same style of container used on the homepage. It also grouped the delivery, payment and overview sections into 1 container, instead of separate blocks.

VAR A: REDUCE FRICTION

Headings moved into the homepage container style
Delivery, payment and overview grouped together

The result

Conversion fell 2.2% with the matched design, short of our confidence bar

CONVERSION RATE

-2.2%

Over 14 days, the matched checkout converted 2.2% worse than the original. The gap did not reach our confidence bar, so we paused the test.

What we would do next

Keep checkout sections in separate blocks

Grouping every section into 1 container put a lot of content in one place. Separate blocks may help visitors move from one step to the next. A next test would match the style but keep the sections apart.