· Beauty & wellness DTC We restructured the checkout shipping offer for Weem. Conversion rate up 6.35% and revenue per visitor up $2.18, at 99.99%+ confidence.
The checkout is where the money is decided, and it was rarely being tested.
Most optimization work stops at the product page. But the checkout is the last and most expensive step in the funnel, the point where a ready buyer either completes or leaves. For Weem, the way the shipping offer was presented at checkout was doing quiet damage that nobody had isolated.
The way to find out was not an opinion about shipping copy. It was a controlled test on live traffic.
We restructured how the shipping offer was framed at checkout.
We rebuilt the shipping offer structure at checkout and ran it head to head against the existing version, split clean across more than 26,000 visitors. Same products, same traffic. Half the visitors saw the new structure, half stayed on the original.
We ran one live test at a time so the data stayed clean, never two competing checkout variants at once.
The visitors decided, at 99.99%+ confidence.
The restructured checkout won on both conversion rate and revenue per visitor: +6.35% conversion rate and +$2.18 revenue per visitor, at well over 99.99% confidence. The brand rolled it out to all checkout traffic.
It was not a one off. A second controlled test on the shipping offer, for a different order range, also won at high confidence. Two clean wins on the part of the funnel most brands never touch.
The highest leverage test is often the one nobody is running.
Everyone optimizes the product page. Far fewer brands run controlled tests on the checkout, which is the exact moment revenue is won or lost. That is where this win came from, and it is the kind of leverage a disciplined testing program is built to find.
When did you last run a controlled test on your checkout?
It is usually the highest leverage and least tested step in the funnel. We find out what it is costing you, with a controlled test, not a hunch.