[E-Commerce · Conversion · 2024]
Accelerating 25% Growth in Checkout Completion
Shoppers loved the catalogue but stalled at payment — a faster, calmer checkout turned hesitation into orders.
[Overview]
A checkout that asked for too much, too late
The fashion store's browsing experience was beloved, but checkout demanded account creation, hid shipping costs until the final step, and offered no express payment. Session replays showed shoppers hovering over the back button at exactly the moment costs appeared.
I redesigned checkout as a guest-first, two-step flow with upfront totals, express wallets, and quiet reassurance — returns, delivery dates, and security — placed where doubt used to win.
[What I did]
Remove the tollbooths
Guest checkout by default, address autocomplete, and wallets above the fold. Form fields dropped from fourteen to six, and every remaining field got inline, forgiving validation.
Answer doubt before it forms
Delivery dates beside every option, a plain-language returns promise, and order totals that never move after the first screen. A/B tests confirmed each reassurance lifted conversion on its own.
[Results]
Completion up 25%, fewer abandoned carts
Eight weeks after launch, checkout completion grew 25% and express-wallet share doubled. Average time to pay fell under ninety seconds, and "where are my shipping costs?" support chats nearly disappeared.
CheckoutConversionUX Design
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