E-commerce Checkout Optimization

I worked with an e-commerce brand selling premium skincare products that was struggling with abandoned carts. They had strong top-of-funnel metrics – their ads were generating clicks at $2.50 CPC and their landing page was converting at 15%. However, their checkout completion rate was sitting at just 22%, well below industry standards.

My diagnostic deep-dive revealed multiple friction points in their checkout process. The most critical issue was that shipping costs weren't displayed until the final step, causing sticker shock. Additionally, their order bump was positioned poorly, appearing as an afterthought rather than a value-add.

We implemented a strategic overhaul:

Added a shipping calculator early in the process

Redesigned the order bump presentation with stronger benefits

Streamlined the form fields from 12 to 7 essential inputs

Added exit-intent offers for abandoning customers

The results exceeded expectations. Checkout completion rate increased to 41% within the first month. Even better, the repositioned order bump saw its take-rate jump from 12% to 31%, significantly boosting average order value. Overall revenue increased by 89% with no changes to their ad spend.

This project perfectly illustrates how seemingly small friction points can have a massive impact on bottom-line results. It's why I'm so passionate about thorough diagnostics before making any changes.