Streamlining the checkout experience

Reducing abandonment rates by 20%

My role:

I lead the designs for a revamp of the cart/checkout experience that included 3 flows of buying, selling and trading. Below you can find parts of the buying experience.

I lead the designs for a revamp of the cart/checkout experience that included 3 flows of buying, selling and trading. Below you can find some designs from the buying experience.

Results:

20%

Lower drop offs

10%

Increase in checkout speed
Industry
E-commerce
Team
Product manager, 3 devs
Platforms
Web and mobile
Timeline
3 months
Industry
E-commerce
Team
Product manager, 3 devs
Platforms
Web and mobile
Timeline
4 months

Opportunity: How might we reduce cart drop offs

Observing user behavior showed us a common pattern:

Shoppers adding all their “maybe” options to the cart, then navigating back and forth between the cart and product pages to compare, delete, and rethink.

This back and forth created friction for users and led to high drop offs from the flow.

So we asked: how might we support decision-making earlier, without disrupting the shopping flow?

Heatmap of the old cart showing a high number of users going back to the shopping journey

The Solution: A cart that is always accessible during the shopping journey

We introduced a side cart that could be opened at any time—giving users the opportunity to check and adjust the contents of their cart without leaving the shopping journey. So they could move to checkout only when their decision was made.

The shopping flow - Add to cart to checkout

The shopping flow - Add to cart to checkout
The shopping flow - Add to cart to checkout

Design decisons

Moving express checkout options a click away from side cart

The side cart was meant to let users know what they have in their cart, compare items and save or delete if desired. Therefore we kept the design minimal and removed secondary information and options.

We had some discussions with stakeholders around showing express checkout methods like Apply pay on the side cart.

After analyzing pros and cons we chose to leave out express payment options to keep the side cart focused on decision-making. Including them would have required adding coupon code fields as well—too much for a clean mobile experience, and having these options presented at checkout was the trade-off we decided to go with.

Express checkout options being present on the first step of the checkout process instead of the side cart

Express checkout options being present on the first step of the checkout process instead of the side cart
Express checkout options being present on the first step of the checkout process instead of the side cart

Keep specs or hide

Decided to show specs on hover instead of showing them at all times. reducing noise but allowing users to easily view them to make a decision.

The Impact: Fewer Drop-Offs, More Sales

20% fewer users dropped off from the cart.
Fewer people visited the cart, but overall checkouts increased.
Higher purchase completion rates due to a smoother transition to checkout.

Results:

20%

Lower drop offs

10%

Increase in checkout speed

Lets Connect!

LinkedIn
Work
About
Resume
Goli Pezeshk 2024

Lets Connect!

LinkedIn
Work
About
Resume
Goli Pezeshk 2024

Lets Connect!

LinkedIn
Work
About
Resume
Goli Pezeshk 2024

Opportunity: How might we reduce cart drop offs

Observing user behavior showed us a common pattern:

Shoppers adding all their “maybe” options to the cart, then navigating back and forth between the cart and product pages to compare, delete, and rethink.

This back and forth created friction for users and led to high drop offs from the flow.

So we asked: how might we support decision-making earlier, without disrupting the shopping flow?

Observing user behavior showed us a common pattern:

Shoppers adding all their “maybe” options to the cart, then navigating back and forth between the cart and product pages to compare, delete, and rethink.

This back and forth was slow and created friction for users and led to high drop offs from the flow.

So we asked: How might we support decision-making earlier, without disrupting the shopping flow?

Heatmap of the old cart showing a high number of users going back to the shopping journey

Heatmap of the old cart showing a high number of users going back to the shopping journey

Streamlining the checkout experience

Reducing abandonment rates by 20%

Reducing abandonment rates by 20%

Reducing abandonment rates by 20%

The Impact: Fewer Drop-Offs, More Sales

20% fewer users dropped off from the cart.
Fewer people visited the cart, but overall checkouts increased.
Higher purchase completion rates due to a smoother transition to checkout.

20% fewer users dropped off from the cart.
Higher purchase completion rates due to a smoother transition to checkout.

Results:

20%

Lower drop offs

10%

Increase in checkout speed