Mastering A/B testing for checkout delivery options: Insights and tips for retailers

With 70% of online shopping carts abandoned at checkout, eCommerce businesses must seize every opportunity to optimize conversions.  One of the most often-overlooked aspects of checkout optimization? Delivery options. 

This blog looks at how A/B testing can help you determine the best delivery approaches while balancing customer expectations and your operational strategies. Whether you're an online retailer or a marketing professional working in eCommerce, these insights and tips will guide you toward effective delivery solutions.  

Why options matter in checkout

Before understanding A/B testing's role, let's break down why delivery matters at checkout: 

1. Customer expectations are higher than ever, with shoppers demanding speed, flexibility, and clear costs—yet limited delivery choices still lead to 24% cart abandonment (Baymard Institute, 2024). 
2. Personalization at checkout is key, as VIP and loyal customers should receive a different experience than first-time or one-time buyers.
3. Delivery options can act as a brand differentiator, with unique choices like eco-friendly or express shipping helping align with customer values. 
4. Delivery flexibility is also a revenue booster, with the right mix of options at the right price point increasing both conversion rates and Average Order Value (AOV). 

What is A/B testing in eCommerce delivery?

A/B testing, also known as split testing, involves comparing two or more variations of delivery options at checkout by showing each version to a different subset of your customers. This allows you to measure the impact of specific changes on conversion rates and customer behavior. 

Common testing variables include: 

1. Which delivery pricing threshold drives the most conversions. 
2. How offering choices like click-and-collect impacts customer behavior. 
3. Whether promotions like free shipping or countdowns to discounts drive conversions. 

Benefits of A/B testing delivery options

A/B testing is an incremental process that steadily improves conversion and ultimately helps create a better checkout experience, including: 

1. Reduced cart abandonment 
   Testing different combinations of shipping speed, price transparency, and flexibility can convert hesitant shoppers into loyal buyers. For instance, Scandinavian Luxury Group reduced cart abandonment by 20% by simply adding “eco-friendly” options to their checkout.  
2. Optimized revenue Streams 
   By A/B testing free delivery thresholds across different regions, businesses can pinpoint the sweet spot between driving conversions and protecting margins.  
3. Enhanced customer experience 
   Delivery is more than logistics—it’s part of your brand experience. A personalized, transparent checkout paired with thoughtful delivery choices reinforces trust and keeps customers coming back. 

Key steps to implement A/B testing for eCommerce delivery

Curious about starting A/B testing for your delivery checkout? Follow these six actionable steps: 

1. Define your goals

Start by identifying what you want to optimize. Is it increasing conversion rates, encouraging eco-friendly shipping, or decreasing operational costs? Clear goals ensure your A/B tests are aligned with your business priorities. 

2. Set a baseline

Analyze your current performance metrics (e.g., cart abandonment rate, AOV) to establish a baseline. This will help you compare the impact of your A/B test more effectively. 

3. Choose variables to test

Some common elements to test include: 

• Delivery speed (standard vs. express) 
• Free shipping thresholds (e.g., €35, €50, or €75) 
• Diverse click-and-collect or Pick-Up, Drop-Off (PUDO) options 
• Dynamic countdown timers for free delivery qualification 
• Sustainable delivery options with badges 

4. Configure your checkout

Create grouping and allocate your chosen test variables within your checkout solution. Products like nShift Checkout provide an easy and intuitive way to create, run and evaluate A/B tests. 

5. Measure the right metrics

Focus on actionable KPIs such as: 

• Conversion rate improvement 
• Cart value increase 
• Delivery option selection rates 
• Customer retention or satisfaction scores 

6. Analyze and iterate

After running the test for a set period, evaluate the results and implement the winning variant across your platform.  Be mindful of external factors that could skew your data—such as holidays, major sporting events or changes in the weather.  

Use these insights to fuel further experiments, creating a continuous optimization cycle. 

Real results from A/B testing delivery options 

A/B testing doesn't just highlight insights; it transforms business outcomes. Some notable success stories include: 

1. Flying Tiger Copenhagen introduced click-and-collect options at checkout, resulting in a 20% sales increase and greater customer convenience.  
2. ICANIWILL, a Swedish sportswear brand, halved their customer service queries by integrating customized delivery tracking and options.  
3. Scandinavian Luxury Group tested eco-friendly delivery options, which boosted conversions by 25% for environmentally conscious audiences.  

Luc Altorf, a delivery expert at nShift, emphasized during a recent workshop, “Testing various delivery options helps retailers learn what works and what doesn't for their specific market. Local preferences and competition heavily influence customer decision-making.” 

Tips for successful delivery A/B testing 

1. Start small  

   Begin with a limited audience or regional market to gather insights before a full-scale rollout. 

2. Optimize per market  

   What works in one region might fail in another. Consider unique cultural and competitive factors when running tests globally. 

   Look ahead at what, if anything, could change buying patterns in the region – such as weather or holiday periods – and factor that in. 

3. Leverage technology  

   Explore what your checkout solution can offer out-of-the-box and what the features and capabilities mean for your A/B testing options. 

4. Think long term  

   The goal of A/B testing is incremental improvement through learning. Use the learning to influence other areas of your business – campaign messaging, regional nuances and product presentation.

The future of eCommerce delivery 

The future of eCommerce delivery lies in hyper-customization, next-day shipping speed, and sustainable options. Here’s what’s on the horizon: 

1. Personalized delivery experience:

   Checkout experiences will utilize shopper attributes to seamlessly adapt delivery options in real-time, ensuring a tailored experience for every customer. 

2. Sustainability as a default: 

   Integrating affordable, eco-friendly options (like carbon-neutral shipping) will become a must-have expectation. 

3. PUDO in the mix:

   Flexibility for on-the-go busy shoppers, slashes failed delivery attempts, and streamlines delivery, making it a win for both sustainability and efficiency. 

Final thoughts 

Delivery isn’t just a logistical concern anymore—it’s a strategic lever for growth, loyalty, and differentiation. A/B testing your eCommerce delivery options allows you to align your offerings with shopper preferences while ensuring you stay ahead of competitors. 

If you’re ready to implement these strategies and elevate your checkout experience, try platforms like nShift delivery and experience which includes an advanced checkout delivery solution that  empowers businesses to maximize conversions while offering customers the choice, convenience, and confidence they expect. 

Get started today to discover what works for your audience, and move your business forward.