A/B Testing Idea #202 - Don't ask for any non-essential information during the checkout process

Tactic_Don't ask for any non-essential information during the checkout process


When your visitors are in the process of completing their checkout then you don't want to do anything to distract them from this. Don't therefore ask for any non-essential information during this process that might divide attention, annoy or confuse.

If there is information you feel might be useful to gather then wait until the primary action has been completed - i.e. wait until the purchase is complete - so that your customer can fully concentrate on one task at a time.

Essential information to be gathered during the checkout process should include not only credit card details but billing and delivery addresses, a phone number and email as this will build customer trust in your service and make subsequent communication much easier.


  • Cognitive Friction (Sweller, 1988)
  • Paradox of Choice (Schwartz, 2004)

The Research

Cognitive Friction

Learning happens best under conditions that are aligned with human cognitive architecture.

Paradox of Choice

The Paradox of Choice explains the fact that having too much choice can in fact lead individuals to reach less effective and satisfactory decisions that they would have if presented with less choice.

Browse A/B Testing Ideas bycategories
Browse A/B Testing Ideas bytype of website
Browse A/B Testing Ideas bydefinitions

Oops, you have reached your limit of 1 free tactic per hour

To get unlimited access to our 250+ tactics,
Join our FREE mailing list


Or wait 00:59:59


You have unlocked our library of 250 tactics.
Keep learning or sign up to Convertize.com to start
implementing them directly in your webste.

Convert more Browsers into Buyers, today.

Try for FREE

No credit card required

Amazon S3 Web Services icon
Convertize reviews
Stripe icon
SSL icon