Experiments

ZIP CODE AUTO FILL

Zip Code Auto Fill

The Experiment in Action

Hypothesis

Typing information into form fields is typically one of the least popular requirements of online shopping. The Zip Code Auto Fill Experiment reduces the amount of typing required during the payment process thereby creating a more enjoyable user experience and increasing the chances of checkout conversions and completed sales.

CONTROL – MOBILE

Zip Code Auto Fill - Control

TREATMENT – MOBILE

Zip Code Auto Fill - Control

Zip Code Auto Fill Experiment

How It Works

How It Works

Shoppers frequently make errors while keying or selecting city and state. Applying a widget* that auto-completes the city, state and country fields when the zip code is entered, should improve the overall shopper experience and increase overall conversions/sales.

*Built from a paid zip code auto-fill SaaS widget.

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Why We Are Testing It

Conventional wisdom says that reducing the number of keystrokes should drive more revenue. The Zip Code Auto Fill Experiment reduces the amount of typing required during the payment process thereby creating a more enjoyable user experience and increasing the chances of a completed sale.

Results: Zip Code Auto Fill Experiment

Average performance numbers are based on results from March 12, 2018 to September 15, 2019 from 36 merchant sites.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+4.55%+3.22%+1.50%189,389175,157
Device Type: DesktopDesktop
+4.96%+2.31%+2.12%115,997109,153
Device Type: TabletTablet
+4.23%+1.97%+2.17%18,31116,818

Results: Zip Code Auto Fill Experiment

Average performance numbers are based on results from March 12, 2018 to September 15, 2019 from 36 merchant sites.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+4.55%+3.22%+1.50%

Total Visitors: Treatment: 189,389 | Control: 175,157

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+4.96%+2.31%+2.12%

Total Visitors: Treatment: 115,997 | Control: 109,153

Device Type: TabletTablet
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+4.23%+1.97%+2.17%

Total Visitors: Treatment: 18,311 | Control: 16,818

Distribution of Average RPV Lift for All Traffic

Distribution of Average RPV Lift - Zip Code Auto Fill

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: Zip Code Auto Fill Experiment

What It Means

What It Means

Zip Code Autofill has a positive impact across the board. Reduced typing increases the chances of completing an online store sale. It doesn’t work for all, but this functionality is absolutely worth testing for yourself.

Who Should Try It

The Zip Code Auto Fill Experiment is available to merchants with sites where:

– The city/state is requested before the zip code
– The zip code doesn’t auto-populate following input of the city/state

Who Should Try It

The Zip Code Auto Fill Experiment is available to merchants with sites where:

– The city/state is requested before the zip code
– The zip code doesn’t auto-populate following input of the city/state

Interested in Learning More?

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