Ali Demirbaş - Lab
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Cart & Checkout

A/B Test: Distraction-Free Checkout Tunnel Flow

Removing general navigation and unnecessary links from checkout may keep attention on completing the order.

  • Checkout
  • Order completion rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Checkout
Difference
removed

Hypothesis

Keep access to required information, contact details, returns and the cart.

How to run this test

Primary metric

Order completion rate

Compare completed orders to see whether removing checkout navigation improves completion.

Other metrics

  • Step abandonment rateCheck whether abandonment falls at each checkout step.
  • Support contactsTrack requests caused by difficulty finding information.
  • Return-to-cart rateTrack returns to the cart; keeping an edit path available is an implementation requirement.
  • Revenue per visitor (RPV)Make sure revenue per visitor does not fall.

What to check before and during the test

  • SimplificationCheck whether removing navigation links changes order completion.
  • Missing informationIdentify which removed links lead to questions.
  • Required informationKeep shipping terms, returns, privacy and contact information easy to access.
  • Exit pathCheck that visitors can return to the cart.
  • DeviceReview whether the change matters on mobile, where the flow may already be streamlined.

Setup mistakes to avoid

  1. 1Do not prevent visitors from leaving the checkout flow.
  2. 2Keep legally required links, including shipping terms, returns and privacy information.
  3. 3Do not change link cleanup and step count together.
  4. 4Do not remove trust badges and contact details together as a distraction fix.
  5. 5Do not treat higher completion as a win if visitors can no longer edit their cart.