But here’s the thing: most brands stop short of testing where it matters most—the global checkout experience.
And that’s a missed opportunity.
International customers face a different set of friction points: unfamiliar currencies, unclear duties, vague timelines, and limited shipping options. A/B testing isn’t just useful here—it’s critical to growing your global revenue.
In this post, we’ll cover:
- What to A/B test in your international checkout experience
- Why testing shipping strategies drives serious conversion lift
- How brands are using Passport to run, monitor, and scale their experiments
- Real-world examples from top Shopify and DTC brands
The Problem: Why Global Checkout Often Underperforms
Let’s start with some tough truth:
Your international conversion rate is probably lower than it could be.
Here’s why:
- Generic checkout flows that aren’t localized
- Static shipping options that don’t reflect market realities
- Duties and taxes shown too late (or not at all)
- No differentiation between what a Canadian vs. German customer sees
These may seem like small friction points, but together, they create real barriers to purchase—and increase abandonment.
The Solution: Region-Specific A/B Testing
The brands seeing international success today are taking a localized approach to testing. They’re asking:
- What shipping threshold works best in the UK vs. Australia?
- Should I show flat-rate pricing or dynamic carrier rates in the EU?
- Does duty-inclusive messaging improve trust (and conversion)?
- How many shipping options is too many?
Instead of guessing, they’re running experiments—and letting the data decide.
What to Test in Global Checkout UX
Here are some of the highest-impact A/B test variables Passport recommends:
1. Flat-Rate vs. Free Shipping Thresholds
- Free shipping over $100 vs. flat $14.95 shipping
- Thresholds in local currency vs. USD
- Impact on AOV and abandonment
2. Number of Shipping Options Displayed
- Too many = decision fatigue
- Too few = not enough flexibility
Test offering 2 vs. 3+ options to find your conversion sweet spot.
3. Duty-Inclusive Messaging vs. No Callout
- “Includes VAT and import fees” vs. no mention of duties
- Placement: product page, cart, or checkout
- Performance impact on regions like UK, EU, and AU
4. Estimated Delivery Dates
- Specific delivery window (“Arrives by Friday”) vs. generic “Standard Shipping”
- Displayed at cart or product page
- Influence on trust and urgency
Real Results: What Brands Are Learning
DTC Apparel Brand (Shopify Plus):
Tested showing 3 shipping options vs. 2 for international orders.
Result: 23% lift in international checkout completion when reducing to 2 options labeled “Best Value” and “Fastest Delivery.”
Ogee (Luxury Skincare):
Ran a test with Passport using free shipping thresholds across key global markets.
📈 Result:
- +124% in international sales
- +147% in order volume
- All while preserving contribution margins
Lift required? ~1 hour of brand-side effort. Passport handled testing, implementation, and optimization.
How Passport Helps
Running global A/B tests requires more than just a tool—it takes a team that understands the cross-border landscape.
With Passport, you get:
- A dedicated account team to plan and execute tests
- Benchmarks from similar brands by region
- Integrated tech that supports flat-rate shipping, DDP, localized tracking, and more
- Post-test reporting and ongoing optimization recommendations
We don’t just hand over a dashboard—we work with you to test, learn, and grow.
“We signed on with Passport in August, and by October they had already flagged a conversion issue and brought us actionable solutions. They’re super proactive.”
— The Wander Club
Continuous Testing = Continuous Growth
Checkout optimization isn’t a one-time fix—it’s a flywheel. The brands growing fastest internationally are the ones who treat global UX like any other CRO effort:
- Test frequently
- Act on insights
- Build repeatable frameworks
Passport supports you at every step.
Because global growth isn’t built on guesswork—it’s built on data.
The Smartest Global Brands Are Testing Everything
If your international checkout looks the same in the UK, Canada, and Germany—you’re likely leaving money on the table.
Start testing:
- Pricing thresholds
- Shipping displays
- Duty messaging
- Checkout layouts
Let Passport help you find what works—and scale it fast.
👉 Talk to our team about running your first global checkout experiment.
