E-Commerce Checkout
Reducing cart abandonment and increasing conversion for a multi-brand retail platform.
Role
Design Lead
Team
2 designers, 4 engineers, 1 researcher
Duration
3 months
-24%
Abandonment
62%
Mobile Complete
1.8 min
Checkout Time
+$12M
Revenue Impact
The Problem
The multi-brand retail platform experienced a 76% cart abandonment rate, significantly above the industry average of 69%.
Mobile checkout completion was particularly poor at 31%, well below desktop rates.
The checkout flow had 6 separate pages and required an average of 23 form fields.
Funnel analysis revealed three critical drop-off points: account creation, shipping options, and payment form friction.
No guest checkout option existed, forcing all users to create accounts before purchasing.
The Action
Conducted competitive benchmarking of 15 leading e-commerce checkout experiences and mapped user session recordings.
Conducted competitive benchmarking of 15 leading e-commerce checkout experiences and mapped user session recordings to identify friction.
Designed a streamlined single-page checkout with progressive disclosure, reducing visible form fields from 23 to 8 with smart defaults.
Introduced guest checkout as the default path, moving account creation to post-purchase with incentivized opt-in.
Ran a 4-week multivariate test with 180,000 sessions across three checkout variants to validate the optimal configuration.
The Outcome
The optimized checkout translated to an estimated $12M additional annual revenue through improved conversion and reduced abandonment.
Cart abandonment decreased from 76% to 58%, a relative improvement of 24%.
Mobile checkout completion rate doubled from 31% to 62%.
Average checkout time reduced from 4.2 minutes to 1.8 minutes.