Your Order Form Has One Layout and You've Never Tested It — The 5 A/B Tests That Lift COD Conversion Without Changing Your Product or Price

EasySell
2026-04-04T05:37:31+01:00

A COD merchant on Shopify running 200 orders a day changed one thing on their order form — moved the phone number field above the address block — and their completion rate jumped 8.3% in two weeks. No new product. No discount. No ad spend. Just a field that moved four inches up the page.

That's what most merchants miss about COD conversion rate optimization. They obsess over traffic sources, product photos, pricing — all valid. But the order form is where the actual transaction happens. It's the last screen between a browser and a buyer. And almost nobody runs an A/B test on it.

If you're running a COD store, your form conversion rate is your real conversion rate. Shopify's default checkout doesn't apply to you the same way — your customers aren't entering credit cards. They're filling out a form and committing to pay cash later. Every unnecessary field, every confusing layout choice, every misplaced button is a reason to close the tab. And unlike paid traffic, fixing your form costs nothing.

Test 1: Cut Your Form Fields From 8 to 5 (and Watch Completion Rates Climb)

The Baymard Institute has tracked checkout usability for over a decade. Their data consistently shows that reducing form fields from 8+ to 5-6 improves completion rates by 25-30%. For COD forms, the effect is even stronger because these customers have lower commitment — they haven't entered a credit card.

Most COD order forms collect: name, email, phone, address line 1, address line 2, city, state/province, zip code. That's 8 fields. Your customers see a wall of inputs and their thumb gets tired before they start.

Here's what you actually need for a COD delivery:

Full name (one field, not first/last split)

Phone number (your courier needs this — it's the real identifier in COD markets)

WhatsApp number (only if different from phone — many merchants skip this entirely)

Full address (one large text area instead of four separate fields)

City (dropdown if you serve specific zones)

Email? Make it optional. In markets like Pakistan, Egypt, and the Philippines, a significant chunk of COD buyers don't check email regularly. Requiring it adds friction with almost no upside for order confirmation — you're confirming via SMS or WhatsApp anyway.

How to test it: Run your current 8-field form against the trimmed 5-field version for 14 days. Split traffic 50/50. Measure form completion rate (not just page visits). You need roughly 500 completions per variant to trust the result.

Test 2: Move the Partial Payment Option Above the Submit Button

If you offer partial payments — pay 10-20% now and the rest on delivery — where that option sits on the form matters more than whether you offer it at all.

Most stores bury the deposit option below the fold or behind a toggle. The customer has already decided to pay full COD by the time they scroll past it. They don't go back up to reconsider.

Stores that moved partial payment above the CTA button saw deposit adoption increase from 8% to 22% of orders in testing across three MENA-based Shopify stores. That matters because deposit orders have 40-60% lower return-to-origin (RTO) rates. A customer who's already paid money — even a small amount — is far more likely to accept delivery.

How to test it: Version A keeps your deposit option in its current position. Version B places it directly above the "Place Order" button with a single line of copy: "Pay [amount] now, rest on delivery — fewer failed deliveries." Run for 14 days, and track two metrics: deposit adoption rate and RTO rate per variant. The RTO difference takes 30 days to measure properly since you need delivery outcomes, so plan for a longer observation window on that metric. EasySell's partial payment feature lets you configure the deposit percentage and placement directly within the order form, so you can run this test without custom code.

Test 3: Show OTP Verification Upfront vs. After Submission

OTP verification via SMS or WhatsApp cuts fake orders by 30-50% on average. But it also adds friction. The question isn't whether to use it — it's when to trigger it.

Two approaches:

1. Pre-submission OTP: The customer enters their phone number, receives a code, verifies, then fills out the rest of the form. They know upfront that verification is required.

2. Post-submission OTP: The customer fills out the entire form, hits submit, and then gets a verification prompt. They've already invested effort, so they're more likely to complete it.

Neither is universally better. Pre-submission OTP filters out fake entries earlier — your form analytics stay cleaner and you waste fewer SMS credits. Post-submission OTP has higher overall form completion rates because it uses the sunk-cost effect: a customer who already typed their address doesn't want to waste that effort.

In testing across COD stores in South Asia, post-submission OTP had 12% higher verification completion rates. But pre-submission OTP had 18% fewer unverified abandoned forms — meaning less wasted server load and cleaner data.

How to test it: Run both variants for 21 days (OTP tests need more data because you're measuring two conversion points). Track: form completion rate, OTP verification rate, and confirmed-order-to-delivery rate. The winner depends on your fake order rate. If you're above 15% RTO, pre-submission OTP probably wins. Below 10%, post-submission likely converts better overall.

Test 4: Inline Upsells vs. Popup Upsells on the Order Form

You're leaving revenue on the table if you're not showing upsells on your order form. But the format changes everything.

Inline upsells appear as part of the form itself — a checkbox for gift wrapping, a "frequently bought together" row below the product, or a quantity discount tier visible before the customer submits. They feel like part of the buying process.

Popup upsells appear after the customer clicks "Place Order" — a modal showing a complementary product at a discounted price with accept/decline buttons. They interrupt the flow but create a focused decision moment.

The data from e-commerce testing platforms like VWO and Convert shows that inline upsells have 2-3x higher acceptance rates than popups because they don't require a separate decision. But popup upsells generate higher average revenue per acceptance because the merchant can offer a more compelling, standalone deal without cluttering the form.

For COD stores specifically, there's an additional factor: every extra decision point risks form abandonment. A customer who planned to order one item and suddenly sees a popup may question whether the store is trustworthy. Inline add-ons (a shipping protection checkbox, a "buy 2 get 10% off" tier) feel expected. Popups feel salesy.

How to test it: Keep the same upsell offer in both variants — only change the format. Test for 14 days. Measure upsell acceptance rate, form completion rate (critical — a high-converting upsell means nothing if it tanks your form completion), and average order value. If inline wins on both AOV and completion, that's your answer. If popup wins on AOV but loses on completion, calculate the net revenue per 1,000 visitors to find the real winner.

Test 5: Single-Column vs. Two-Column Layout on Mobile

72% of e-commerce traffic in COD-heavy markets comes from mobile devices. In countries like Pakistan, Egypt, and the Philippines, that number is closer to 85%. Your form layout on a 6-inch screen isn't a design preference — it's a revenue decision.

Single-column layout: Every field stacks vertically. The form is long but each field gets full width. No ambiguity about what to fill in next.

Two-column layout: Related fields sit side by side (city + zip, first + last name). The form looks shorter but each field is narrower. On small screens, tapping the right field becomes a precision exercise.

Google's UX research on mobile forms found that single-column layouts reduce completion time by 15.4 seconds on average compared to multi-column layouts. That's because two-column forms create a Z-pattern reading flow — left field, right field, next row — while single-column creates a straight vertical scan. On mobile, the vertical scan wins every time.

But there's a catch. Single-column forms feel longer. If your form already has 7+ fields, the scroll depth can trigger abandonment because the customer can't see the submit button. This is where Test 1 (reducing field count) and Test 5 interact — a 5-field single-column form is short enough to fit on most screens without scrolling.

How to test it: Mobile traffic only — exclude desktop from this test entirely. Run for 14 days. Measure form completion rate and time-to-completion. If you're already running a lean form (5-6 fields), single-column will almost certainly win. If you're stuck with 8+ fields for operational reasons, two-column might reduce scroll fatigue enough to compensate for the narrower tap targets.

How to A/B Test Your Shopify Order Form Without Burning Your Data

Don't run all five tests at once. You'll pollute every result and learn nothing.

Start with Test 1 (field reduction) because it has the largest expected impact and affects every other test. Once you have a winner, lock it in and move to Test 5 (layout). These two structural changes set the foundation.

Then test in this order:

1. Fields — establishes your baseline form

2. Layout — optimizes the structure

3. Partial payment placement — affects RTO, not just conversion

4. OTP timing — balances fraud prevention against friction

5. Upsell format — increases revenue per order once the form itself converts well

Each test needs a minimum of 500 completions per variant to reach statistical significance. If you're doing 50 orders a day, that's 20 days per test. Five tests, run sequentially, take about 100 days. That sounds slow — but 100 days of systematic testing beats 100 days of guessing which button color converts better.

Track everything in a spreadsheet: test name, start date, end date, variant A conversion rate, variant B conversion rate, sample size, winner, and the lift percentage. After all five tests, you'll have a form that's been optimized against real customer behavior — not assumptions, not best practices from a blog post, not what worked for a DTC brand in Brooklyn.

Your order form is the only page on your store where every single buyer has to stop and do work. It deserves more attention than your homepage carousel. Pick one test, start it this week, and let 14 days of data tell you what your customers actually want.