Fewer steps = better UX? Not always.
Fewer steps = better UX”
“One-page flow = less friction”
These are common mantras in CRO.
We tested the opposite approach with the meal kit subscription service Grubby, splitting one page into three steps. As a result, more users made their way through the funnel.
Choke point in the funnel
On this website, the Order page is a potential choke point. Here, the customer is asked to make three important decisions in one go:
- Choose recipes from a range of options
- Number of people to feed
- Date of first delivery
The Experiment
Our hypothesis: splitting the three decisions into distinctly separate steps would reduce cognitive load and therefore improve the drop-off rate. See more about the theory below.
The test variation broke up the flow into one decision per screen:
- Choose number of people
- Pick a delivery date
- Select your recipes
This version saw 10% more users progress from Order page to Checkout. For a subscription business, the payoff isn’t just in the first purchase. It’s in the lifetime value from all future orders for as long as the subscription is active.
The real value of testing comes from generating new insights. Here we’ve identified a lever connected to business outcomes. What happens if we pull it in a different direction? Or apply more force? For example, should the steps be sequenced in a different way?
Theory behind our hypothesis
Three well-established behavioural principles informed our thinking:
Chunking: Breaking the flow into bite-sized decisions can make it easier for users to process information without feeling overwhelmed. (Further reading: “How Chunking Helps Content Processing”)
Progressive disclosure: Revealing only what’s needed at each step can reduce visual noise and cognitive effort. (Further reading: “Progressive Disclosure”)
Commitment & consistency: The research of Robert Cialdini shows that we are more likely to continue once we’ve made a small initial choice. Each completed step creates momentum. (Further reading: Influence: The Psychology of Persuasion)
If your CRO programme is not delivering the highest ROI of all of your marketing spend, then we should talk.
