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Performable: 1.0% improvement on homepage
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Single Page vs. Multi-Step Checkout: 21.8% improvement on other
Uploaded by 
@JanisLanka
| A 35.2% | Conversion Rate |
| 713 | Trials |
| 251 | Conversions |
Design A shows the first step of Multi-Step Checkout. Each stage is on its own page. This was a control variation for this test.
| B 42.9% | Conversion Rate |
| 828 | Trials |
| 355 | Conversions |
Design B shows the the Single-Page Checkout that only has one page with all information: Shipping, Billing, etc. It also has persistent shopping cart summary and user registration only after order is complete.
Test Details
Big Takeaway
Checkout process abandonment rate decreased by using single-page checkout process
Results Hypothesis
Fewer steps result in fewer distractions and reduces opportunities for customer to change their mind. All information on a single page reduces guessing on "what did I enter on the previous page", etc.
Other Test Highlights
Successful completion rate for the entire checkout process increased by 257.26%. We also observed some unexpected improvements during this experiment, like an increase of 8.54% in the average order value!
Tools Used
Google Website Optimizer Google Analytics Elastic Path Software
Original Test Writeup
Page Type
Goal of the Page
To reduce checkout process abandonment and to increase conversion
Live Page URL
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Discussion
Bemmu Sepponen says:
The new design seems to show a phone number and instructs to call with any questions, which could explain part of the effect.
@JanisLanka says:
Bemmu, while I certainly believe those are best practices, the major factor to improvement is that instead of 5 separate pages, there is one page for this process. I wish we would have data that would isolate those micro changes though.