Problem

User Problem

Users abandon the CME1 checkout process at each step, with abandonment rates ranging from 25-60%, due to the lengthy and segmented journey. This multi-step process is cumbersome; users expect quicker and more seamless checkouts based on their experiences on other websites.

Insights

  • A previous test I ran, Segmentation & Bundle Combine, combined two steps in the checkout flow and had an $4.2M ARR lift, 6% Conversion Lift — proving the need for condensed checkout in most regions worldwide.

  • In many regions, like Korea, 1-click or fast checkout is expected. Below you can see the drop in visitors as users move along the 3 step checkout flow, translating to a lower conversion rate.

Hypothesis & Estimated Impact

If we combine the three separate steps of the CME1 checkout process into a single step, then users will have a better checkout experience (reduced friction, quicker checkout) — boosting ARR, conversion rate, and CTR. Estimated Impact: $500k Quarterly

Business Problem

The high abandonment rates at each step of the lengthy checkout process hinder overall conversion rates. Users' expectations for a faster and more streamlined checkout, influenced by other market checkouts, highlight the need for a more efficient process to improve conversion rates and increase ARR.

Project Design

Control

Results

High-Level Impact

- $1.02M QARR 4.8% lift in Gross New Orders and delivering a $819K QARR winner

Learnings

  • The test is successful in optimizing the conversion journey: The optimized 3 in 1 funnel experience has helped drive more users to core checkout (payment step) resulting in a lift in total Gross New Orders (D2P orders: +2.8%; TwP Converted Orders: +6.2%)

  • CCP Purchasing Behavior: Shift from CCP to Single App Photoshop is consistent with findings from A.com TwP Modal Test; This is likely a function of pricing being more visually pronounced in the control compared to challenger

  • 26% lift in customers choosing ABM plan (preferred) over the M2M plan

  • Top Winner: Korea (D2P 18% lift $247KQ impact + TwP 29% lift $339K quarterly lift) combined 184 additional orders,

Follow-up Testing

Challenger