Our client, a top-tier retail platform, noticed a significant drop-off rate at the final payment step. Despite high traffic, their checkout conversion rate was stagnation-stuck at 1.8%. The goal was clear: identify the friction points and redesign the mobile checkout experience to boost successful transactions.
Redesigning the E-Commerce Checkout Experience: A 35% Increase in Conversions
MarketVietnam
IndustryRetail & E-commerce
Duration12 months
Team size15 members
Overview
The challenges
During our UX Audit and user testing phase, we discovered three primary issues that were hurting the user experience:
Forced Registration: Users were required to create an account before filling out shipping details.
Form Fatigue: The checkout process spanned 5 different screens with over 15 input fields.
Hidden Fees: Shipping costs and taxes were calculated only at the final step, causing sticker shock.
The solutions
We approached the redesign with a "Mobile-First & Frictionless" mindset:
Guest Checkout Option: Allowed users to purchase immediately and create an account after the order was placed.
One-Page Checkout Layout: Compressed the 5-step process into a single, dynamic accordion page.
Real-time Price Transparency: Displayed shipping costs and taxes early in the cart summary.
Tech stack
JavaReact JSJSPython
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