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

October 29, 2022

PayU is a fintech company of Indian origin that offers a unique set of financial solutions to local and cross-border merchants in emerging markets. PayU, as a payment facilitator, believes it is critical to maintain a simple, intuitive, and convenient checkout process and to eliminate any elements that may cause drop-offs.

Their Checkout page statistics, on the other hand, told a completely different story. Using VWO Form Analytics, the company discovered that many people were leaving the page, which had a significant impact on their sales and revenue graph.

PayU decided to make minor changes to its Checkout page based on the data gathered and run an A/B test to validate their hypothesis in order to streamline everything. The old PayU Checkout page required users to enter their mobile number and email address to complete the purchase process, whereas the new Checkout page only required a user’s mobile number.

Here’s how Before and after variation appeared:

The test results revealed that by simply removing the email address field from the form on their Checkout page, the company was able to increase conversions by 5.8% when compared to the control.

The email field was removed based on the results of the A/B test. This resulted in the conclusion that a number of customers did not have an email address, despite the fact that the majority of them had a phone number; this was confirmed when PayU contacted a number of customers, who indicated the same.

Through A/B testing, VWO was able to improve the checkout process and deliver proven results. PayU’s goal since then has been to continuously test and improve its checkout page while keeping the user experience fluid.

Posted in Case Study