Reduced Checkout Friction with Single-Column Shipping Form

Overview

Shipping form layout made it difficult to complete the first step of checkout. Increased checkout completion rate by improving the usability and reducing cognitive load.

Hypothesis

If we change the shipping form to a single-column layout, then we will see an increase in the conversion rate for completed purchases because the linear, vertical flow of the form is less visually intimidating and reduces cognitive load ultimately making it easier for customers.

WHY?

Single-column forms create a cleaner flow, reduce scanning effort, and lower the chance of users missing or skipping fields. This makes it feel faster and easier to complete.

IMPACT

One column lifted conversion 13.88%

+6.1%

lift in customers making it to the payment step in the checkout funnel from 40.85%

+13.88%

lift in conversion rate at 94.7% confidence

+$999k

in annual incremental revenue using conversion rate as the forecasting model

TEST DESIGN

Same fields, one column instead of two

• Devices: Desktop
• Control: Multi-column shipping form
• Challenger: Single-column shipping form

KEY INSIGHT

Shoppers finished step one 1–2 minutes faster

During the A/B test, it was observed with Microsoft Clarity that users were completing the checkout flow at a much faster rate cutting time down nearly ~1-2 minutes.

KEY INSIGHT

A single column made skipped fields rare

With a single-column layout, funnel friction and chances of missing fields are significantly reduced within the first step.

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