Do fewer checkout distractions lift orders on an offer checkout?
Our offer checkout carried a warning near the form, a confusing captcha tab and a rewards widget. We moved the warning, removed the clutter and added social proof. Orders fell 33.3%, and we paused it after 19 days.
Lost Responsive 19 days Called at 90%
The hypothesis
By moving the warning, removing distractions and adding social proof, we will put the order form first, resulting in more visitors completing their order.
This checkout came right after the offer page and had the same issues: a warning that competed with the form, a captcha tab that looked like a step, and a rewards widget beside the order fields.
We tested clearing those out and adding social proof, so buyers had a reason to trust the order before paying.
What we changed
We moved the warning, removed clutter and added social proof.
Var A moved the warning away from the order form, removed the confusing captcha tab and the rewards widget, and added social proof near the form. The order fields and pricing did not change.
- Warning moved away from the order form
- Captcha tab confusion removed
- Rewards widget removed
- Social proof added near the form
The result
Orders fell 33.3% in 19 days, so we paused the test.
Orders per visitor came in 33.3% below the control. The variation looked strong in its 1st week, then fell behind as more data came in. Traffic to this checkout was very low, so we paused the test and planned a new checkout design instead.
What we took from it
Small cleanups were not enough on this checkout.
With so few visitors, small changes could not produce a lift we could rely on, and this round lost ground. The next round replaced this checkout with a more familiar, standard store checkout, a change large enough to measure on this traffic.