Payment Page

Created an A/B experiment on the payment page for a major car rental agency. The goal was to introduce a new optimized design on the Checkout page in order to improve conversion and abandonment.

Control (Default page): All payment details are displayed on the page simultaneously.

Challenger: The checkout page is broken up by section into an accordian style. When a user succesfully fills out one section, the filled out section collapses, then the next section automatically displays. A new sidebar is added giving a summary of the reservation.