Case Study: Shortening the Checkout Flow

By Luke Hardwick

February 12, 2019



A leading online bathroom furnishing retailer.


Website data showed that after a site replatforming, checkout conversion dropped. The website team suspected this was because the new checkout process included more pages. The optimization team hypothesized that by redesigning the new checkout flow to have fewer pages, checkout conversion will improve.


The brand used SiteSpect to run an A/B split test with traffic divided equally between experiences and across all devices for UK visitors. The original variation included three pages leading to checkout: shipping, billing, and purchase. Variation two included a single page for checkout, which contained all steps. From here, the brand measured which variation performed better for checkout progress, purchase conversion, and revenue.


Redesigning the new platform’s checkout to have fewer pages improved checkout conversion for desktop and tablet by 3% which translated to over £60,000 additional revenue per month. The change had less of an impact for smartphone with only a 1% increase that did not reach statistical significance.

While this brand did not intentionally plan to look at time to checkout, they found that the winning variation on desktop and tablet actually took customers 9% longer to complete. Smartphone users on the other hand checked out 3% faster with the same variation. For this brand, it suggests that reduced time to complete tasks does not always directly correlate with increased conversion. By looking at SiteSpect’s complete reporting on a variety of metrics, the brand was able to get a total picture of user behavior and learn valuable information for further optimization.

The winning variation is now live on the brand’s site and they are exploring new checkout campaign approaches earlier in the funnel.

To learn more about SiteSpect, visit our website.


Luke Hardwick

Luke Hardwick

Luke Hardwick is a Manager of Customer Success at SiteSpect, consulting for SiteSpect users on their optimization and personalization road maps and projects. Luke is based in London and has experience as an conversion rate optimization specialist across many softwares before landing at SiteSpect.

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