Ali Demirbaş - Lab
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Cart & Checkout

Pre-Checked Default Options in Checkout A/B Test

Preselecting a neutral, no-cost option that is easy to change may remove a step.

  • Checkout
  • Order completion rate

Control vs Variant

Which option arrives already chosen is the variable.

Changed
Default selection
Page
Checkout
Difference
changed

Hypothesis

Do not apply this to marketing consent, data sharing or paid add-ons.

How to run this test

Primary metric

Order completion rate

Compare purchases among visitors shown the predefined default option.

Other metrics

  • Default change rateTrack whether visitors change the preselected option.
  • Order cancellation rateCompare cancellations over the same follow-up period in both arms.
  • Selection-related support contactsTrack reports that an option was selected without the user's action.
  • Revenue per visitor (RPV)Compare revenue across all assigned visitors.

What to check before and during the test

  • DefaultPreselect one neutral option that adds no charge; keep the order and content of other options the same.
  • SuitabilityCheck whether the default is appropriate for most visitors.
  • AwarenessMake sure visitors notice the default and can change it.
  • Change rateMeasure how often visitors change the default.
  • SegmentsSegment results may inform a future hypothesis, but apply the same predefined default to everyone in this test.

Setup mistakes to avoid

  1. 1Do not preselect marketing consent, data sharing or a paid add-on; do not use these as test variables.
  2. 2Do not default to an option that increases what the visitor pays.
  3. 3Do not make the default so subtle that visitors miss it.
  4. 4Do not change the default and option order together.
  5. 5Check the target market's consent requirements before launching the variant.