In marketing and optimization we talk a lot about reducing friction to conversion, but it can at times be hard to quantify. In this A/B test, the optimization team had a suspicion that an unnecessary checkout step might be causing drop-off without adding much value, and so they put the question to a A/B test. They were able to quantify and understand exactly what part of their checkout flow helped and hurt the user experience.
This brand is a high end hotel company with a collection of historic estate hotels around the UK.
The A/B Test
This booking engine on this brand’s website contains 3 steps: room-suites, add-ons, and payment. But, the brand doesn’t generate much revenue from add-ons. The optimization team wondered if the add-ons step might actually be causing unnecessary friction. They hypothesized that by removing the add-ons step completely order conversions would increase without negative impact on average order value.
They ran a split A/B test with one variation. The new variation featured just two steps for the checkout process.
Results And Next Steps
This A/B test ran for 45 days, saw over 112,000 users and over 205,000 visits. Removing the add-on step completely made a huge difference in customer drop-off. In the two step checkout process over 30% more customers made it to the payment page, and orders increased by almost 5%. On smartphones alone, however, the conversion lift was 11% — smartphone users experienced the greatest friction at the add-on stage.
Based on this improved conversion, incremental orders for 30 days is projected at over 300 with revenue of approximately £48,500. Upon seeing this significant win, the brand decided to immediately serve the new variation to all traffic.
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