How do I test two checkout flows and see which one converts better?

To test two checkout flows and see which one converts better, run an A/B test.

Basic setup

1. Choose one goal

   • Usually: checkout completion rate
   • Example: percent of users who start checkout and finish purchase

2. Create two versions

   • Variant A = current checkout
   • Variant B = new checkout flow

3. Randomly split traffic

   • Send similar users to A and B, ideally 50/50
   • Keep the split stable for each user so they always see the same version

4. Track conversions

   • Define what counts as a conversion:
     • completed purchase
     • order confirmation page
     • successful payment event
   • Also track drop-off steps in the funnel

5. Run long enough

   • Don’t stop too early
   • Wait until you have enough users and purchases to detect a real difference

6. Compare results

   • Checkout conversion rate = purchases / checkout starts
   • Compare A vs B
   • Use statistical significance or a confidence interval to judge whether the difference is likely real and not random

Important things to measure

Besides conversion rate, also watch:

• average order value
• cart abandonment rate
• payment failure rate
• time to complete checkout
• refund/cancellation rate
• mobile vs desktop performance

Good practices

• Test only one major change at a time if possible
• Keep pricing, shipping, and promotions the same in both versions
• Segment results by device, traffic source, and geography
• Make sure your tracking is accurate before launching

Simple example

• Variant A: 1,000 users start checkout, 120 complete purchase → 12%
• Variant B: 1,000 users start checkout, 150 complete purchase → 15%

If the difference is statistically significant, B is the better-performing checkout.

Tools you can use

• Google Optimize alternatives, Optimizely, VWO, Convert
• Or build it yourself with feature flags and analytics events

If you want, I can also help you design the test, calculate sample size, or define the exact events to track.