The hypothesis underlying the checkout experiment was stated as follows: “A single-page checkout
has a higher checkout-to-purchase conversion rate than a multi-page checkout.”
Given the spurious nature of the dataset, one can only state that more data needs to be gathered
including data on covariates, as they appear to have a clear impact on conversion. No significant
results can be extracted regarding the single-page versus multi-page discussion other than carefully
stating they point, as expected from the descriptive data, towards a positive effect of the single-page
checkout design on checkout-to-purchase conversion compared to a multi-page checkout design. It
has to be noted that these preliminary unsupported results were specific to this case and the specific
checkout designs of this experiment.