Yankee Checkout step presentation (ABT-172 cxp.23001)

Owned by Alex Alesio (Deactivated)
Last updated: Jan 19, 2023
1 min read

See Jira ticket(s) for details on active experiments: https://newellbrands.atlassian.net/browse/ABT-172

AB Experiment Design

 

v0 Control

v1 (greyed out checkout steps)

 

v0 Control

v1 (greyed out checkout steps)

Hypothesis:

  • By adding visual cues that the first step is continue as guest/login is the first step, we will decrease dead clicks, increase checkout progression, and increase transactions.

Metrics:

  • ⬇️ Shipping Dead Clicks

  • ⬆️ Checkout Progression

  • ⬆️ Transactions

Findings: (via FullStory) users are Dead Clicking on the Shipping step to advance in checkout.

Dead clicks in checkout