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Cart & Checkout

Reducing Address Form Fields in Checkout A/B Test

Removing address fields that are not needed for delivery may make the form easier to complete, especially on mobile.

  • Checkout
  • Address-step completion rate

Control vs Variant

How many are shown is the variable, not what they look like.

Changed
Quantity
Page
Checkout
Difference
removed

Hypothesis

Keep autofill, validation and address suggestions unchanged.

How to run this test

Primary metric

Address-step completion rate

Compare valid address submissions among visitors who start the address step.

Other metrics

  • Address form completion timeCompare time from step start to saving a valid address.
  • Order completion rateCheck whether any improvement at the address step carries through to completed orders.
  • Address errors and delivery issuesTrack delivery problems caused by missing or incorrect addresses.
  • Address-related support contactsTrack requests to correct an address or clarify delivery details.

What to check before and during the test

  • ChangePredefine and remove fields that are not needed for delivery; optional status alone does not make a field unnecessary.
  • Keep constantKeep autofill, address suggestions, validation and error messages unchanged.
  • CompletionTrack address-step completion and form completion time.
  • QualityMonitor invalid addresses, delivery failures and support contacts.
  • Separate testsTest address suggestions, postcode lookup or combining fields separately.

Setup mistakes to avoid

  1. 1Do not make autofilled details impossible to edit.
  2. 2Do not remove information genuinely needed for delivery; consider alternatives for sensitive fields.
  3. 3Do not change the number of fields and validation rules together.
  4. 4Keep error messages next to the relevant fields.
  5. 5Do not change the shipping integration during the test.