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How Sculpt Digital Boosted Revenue Per User by 16% with a Checkout Page Optimization, with Convert

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This case study is a great example of where we align not only conversion rate improvements through enhanced UX but also business objectives by increasing usage of Stripe as a checkout option which has lower processing fees than other options such as PayPal.

Jamie McGrath, Managing Director
Sculpt Digital
  • Industry: Ecommerce
  • Site Area Tested: Checkout
  • KPIs: Average Order Value, Revenue Per User
  • Convert Features Used: A/B Testing, GA4 Integration, Chrome Debugger Extension

The Challenge: Free Shipping Trimming the AOV

Through quantitative analysis of their ecommerce client’s transaction data, Sculpt Digital found that uptake of express delivery was too low. 

More buyers than should be expected made their purchases using free delivery.

Also, analyzing the user recording showed that users didn’t notice that there was an option to receive their orders faster and were often defaulting to free shipping.

This meant that two critical metrics, average order value (AOV) and the revenue per user (RPU), were in the red.

Sculpt Digital then figured that express delivery should be a more obvious choice for users.

Hence the hypothesis:

If the express delivery option is promoted on the checkout page, shoppers will opt for it, which will increase the average order value since many prefer a faster delivery time.

But they didn’t stop there. They also explored another option that will increase AOV while making the checkout process more frictionless: Adding Stripe as the preferred payment method because of its lower processing fees compared to PayPal.

PayPal was the old default, and it cost the client more. 

Making Stripe the preferred payment option would bump up the AOV by reducing the cost of each purchase transaction.

The Test: Promote Express Delivery to Shoppers on the Checkout Page

A version of the checkout page implementing the hypothesis was tested against the control. The goal was to see how the changes impacted revenue per user, AOV, and the change in payment method and delivery option chosen.

All visitors to the website experienced the test, which ran for 35 days.

Control

Variation

These are the test stats:

Testing ParameterValue
Number of Variants1%
Statistical Significance Threshold95%
Power80%
Traffic Split50/50
Minimum Detectable Effect (MDE)1%

Tech Stack

BrowserStack: For quality assurance.

Convert’s native anti-flicker technology was of critical importance for this test [because], understandably, the client had concerns when testing checkout that any experiments wouldn’t hinder the purchase journey at such an important stage.

Convert’s technical flexibility, QA’ing facility, and debugging, such as the live logs, came in handy when setting up the experiment. The native GA4 integration works really well for post-test analysis as well to look at the broader impact of the test on metrics not originally defined in the setup of the experiment.

— Jamie McGrath

Results

MetricPre-TestPost-TestImprovement
Revenue Conversion Rate43.50%48.36%+11.15%
Revenue Per User26,305 GBP30,517 GBP+16.01%
Average Order Value60.46 GBP63.10 GBP+4.36%
Express Delivery Conversion Rate2.15%4.87%+127.10%

Learnings from this Test

Ensure technical reliability during testing: When testing critical parts of the shopper’s journey, such as the checkout flow, it’s vital that you ensure the test doesn’t negatively impact the UX. Debugging tools like BrowserStack and Convert’s live logging ensures everything works great. Also, using an A/B testing tool like Convert that doesn’t flicker will keep the experience clean for shoppers.

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Sculpt Digital is a digital agency with expertise in CRO, social media, SEO, PPC, and more. They focus on compounding digital growth through mastery of data, insights, and ecommerce tech.

Convert’s aim is to create great experiences - for now & future generations. The only Climate Neutral Certified A/B testing platform out there, we have created a robust, affordable, feature rich testing platform that’s been an industry favorite for a decade.

But we are not in the business of optimization for profits. We are optimizing for the greater good with a Conscious Business approach, and the will to speak up for changes that will make the CRO space and the world better.

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