An online retailer transformed their checkout experience through rigorous testing, adding millions in revenue without increasing traffic.
68% cart abandonment rate was killing growth. Checkout process had 7 steps with multiple form fields. Mobile conversion was especially poor at 1.2%. Every improvement attempt broke something else.
We hypothesized that by reducing friction, adding trust signals, and optimizing for mobile-first experience, we could dramatically improve conversion while increasing average order value through strategic upsells.
Reduced checkout from 7 steps to 3. Implemented address autocomplete and saved payment methods. Added guest checkout option. Introduced progress indicators and estimated delivery dates. Launched exit-intent offers for abandonments. A/B tested 40+ variations of checkout elements. Added product recommendations during checkout.
| Metric | Before | After | Change |
|---|---|---|---|
| Checkout Conversion | 32% | 67% | +109% |
| Cart Abandonment | 68% | 41% | ↓40% |
| Mobile Conversion | 1.2% | 3.8% | +217% |
| Average Order Value | $78 | $102 | +31% |
Growth trajectory showing +109% improvement in checkout conversion
Duration
5 months
Launch Date
November 2023