Checkout Research: Why Customers Abandon

Checkout Research: Why Customers Abandon Cart, and What It Takes to Keep Them

Officeworks' desktop checkout converted above industry standard, but mobile conversion lagged and checkout took over 4x longer than the 1-minute benchmark customers expect. I led a mixed-methods research programme, an audit spanning 6 methods, 613 NPS responses, and 10 user interviews, to find out why.

The research surfaced three connected stories: customers need to feel confident before they can be efficient, cart abandonment has specific and fixable causes (hidden charges, security doubts, and slow load times ranked highest), and Officeworks' mobile checkout was underperforming its own desktop experience.

I translated these findings into 6 prioritized recommendations, including surfacing total cost upfront, making the mini cart editable, and redesigning for adaptive mobile checkout, directly shaping the roadmap for Officeworks' checkout redesign.