Case Study: PayU reduces checkout drop-off by 5.8% with VWO

PayU Reduces Checkout Page Drop-Off By Implementing Data-Driven A/B testing

PayU, a Gurgaon-based fintech and flagship payments company of the Naspers group, faced high checkout page drop-off and lacked qualitative insight into visitor behavior. PayU’s server-level A/B testing process created heavy developer dependencies and limited visitor segmentation. To address this, PayU partnered with VWO, using A/B Testing, Heatmaps, Form Analysis and Visual Behavior Analytics to better understand and test checkout experiences.

VWO enabled easy visitor segmentation, a drag-and-drop A/B test builder to reduce developer reliance and speed up experiments, and visitor recordings/heatmaps to generate qualitative insights. Using VWO’s Form Analysis, PayU A/B tested removing the email field from checkout and achieved a statistically significant 5.8% uplift in conversions, prompting PayU to drop the email field and continue ongoing optimization with VWO.

PayU

Abhinav Chitre

Senior Product Manager