Case Study: Leading Online Bathroom Furnishing Retailer achieves 3% higher desktop/tablet checkout conversion and £60K/month extra revenue by shortening the checkout flow with SiteSpect

Leading Online Bathroom Furnishing Retailer - Customer Case Study

A leading online bathroom-furnishings retailer saw checkout conversion drop after a site replatforming and suspected the new, multi-page checkout was to blame. The optimization team hypothesized that shortening the checkout flow would boost conversions and ran a focused experiment to test that assumption.

Using SiteSpect, the brand ran an A/B split test with UK traffic across all devices comparing the three-page checkout (shipping, billing, purchase) to a single-page checkout. The simplified flow lifted checkout conversion on desktop and tablet by 3%—adding over £60,000 in monthly revenue—while smartphone saw a non-significant 1% increase. Interestingly, desktop/tablet users took 9% longer to complete the winning flow (smartphone was 3% faster), highlighting that faster completion time doesn’t always drive conversion; the winning variation is now live and the team is exploring earlier-funnel campaigns.