Data driven design to boost conversions

Data driven design to boost conversions

Doubling conversion rates of the Trade-in flow

Web and mobile

Web and mobile

Design strategy

Data driven design to boost conversions

Doubling conversion rates of the Trade-in flow

Web and mobile

Design strategy

My role:

As the sole designer on this project, I led user research and analyzed data to uncover friction, turning insights into designs that improved completion rates.

Results:

110%+

Conversion rate

380K+

Annual Inventory growth
Industry
E-commerce
Team
Me - PM - Developers
Platforms
Web and mobile
Timeline
1 month
Industry
E-commerce
Team
Me - PM - Developers
Platforms
Web and mobile
Timeline
1 month

Business objective

Increasing the number of people selling their used equipment to the company on the website.

Problem

Only 4% of users starting the flow finish the flow and submit their Trade-in

The goal of this flow was for users to sell their used clubs to the company for cash or to buy something and sell at the same time. looking at the data revealed huge drop off points.

Visit Trade-in Page
Select club model
Enter club specs
Enter email to reveal price
93% drop off
Cart (buy or sell)
Checkout (shipping, payment)

93% drop off at the email collection step!

While users found the club selection process intuitive, 93% dropped off when asked for their email before seeing the price. Testing revealed why:

Users were confused by blurred prices and cluttered interface.

Some missed the email box since it was below the fold.

Users didn’t see enough value to share their email.

Existing experience

Why did the company collect emails?

The only reason they did that was to bring back users who don't finish their Trade-in
They were not allowed to use these emails for marketing products.

Only 1% of dropped off users come back through these emails.

The strategy wasn't working for the business. the emails weren't bringing back enough users but they were making many potential sellers drop off.

Problem

Only 4% of users starting the flow finish the flow and submit their Trade-in

The goal of this flow was for users to sell their used clubs to the company for cash or to buy something and sell at the same time. looking at the data revealed huge drop off points.

93% drop off at the email collection step!

While users found the club selection process intuitive, 93% dropped off when asked for their email before seeing the price. Testing revealed why:

Users were confused by blurred prices and cluttered interface.

Some missed the email box since it was below the fold.

Users didn’t see enough value to share their email.

Existing experience

Problem:

Only 4% of users starting the flow finish the flow and submit their Trade-in

The goal of this flow was for users to sell their used clubs to the company for cash or to buy something and sell at the same time. looking at the data revealed huge drop off points.

Visit Trade-in Page
Select club model
Enter club specs
Enter email to reveal price
93% drop off
Cart (buy or sell)
35% drop off
Checkout (shipping, payment)

93% drop off at the email collection step!

While users found the club selection process intuitive, 93% dropped off when asked for their email before seeing the price. Testing revealed why:

Users were confused by blurred prices and cluttered interface.

Some missed the email box since it was below the fold.

Users didn’t see enough value to share their email.

Existing experience

Lets Connect!

LinkedIn
Work
About
Resume
Goli Pezeshk 2025

Lets Connect!

LinkedIn
Work
About
Resume
Goli Pezeshk 2025

Why did the company collect emails?

The only reason they did that was to bring back users who don't finish their Trade-in
They were not allowed to use these emails for marketing products.

Only 1% of dropped off users come back through these emails.

The strategy wasn't working for the business. the emails weren't bringing back enough users but they were making many potential sellers drop off.

Strategy

Instead of losing 93% of users to get 1% back, let’s show the price earlier, make the flow simpler for users and increase completion rates.

Showing prices earlier to reduce drop offs

Without major UI changes, I proposed showing prices earlier in the flow, removing blurred prices in the cart, and eliminating the email requirement, then tested these updates over two weeks.

Steps to convincing the team

This was a big change and something that impacted marketing. By focusing on company business goals I took these steps to align stakeholders.

01

Meeting with marketing manager

  • Understanding the use and impact of the emails

01

Meeting with marketing manager

  • Understanding the use and impact of the emails

01

Meeting with marketing manager

  • Understanding the use and impact of the emails

02

Presentation with stakeholders

  • Presenting numbers and suggesting a 2 week test

02

Presentation with stakeholders

  • Presenting numbers and suggesting a 2 week test

02

Presentation with stakeholders

  • Presenting numbers and suggesting a 2 week test

03

Testing and gathering results

  • Results helped make the final decision to remove email requirement

03

Testing and gathering results

  • Results helped make the final decision to remove email requirement

03

Testing and gathering results

  • Results helped make the final decision to remove email requirement

A/B test Results: The conversion rates doubled

We split the traffic on the website to 2 groups, one group had to enter their email before seeing the price and the other group didn't. The flow without email requirement had a twice as much CVR.

Number of Trade-ins submitted in 2 weeks

Before

192

After

487

Number of Trade-ins submitted in 2 weeks

Before

192

After

487

Reflections

This project is a good example of how the role of a designer goes far beyond simply producing mockups to meet business goals.
The role of a designer in a start-up is to help build the business with all skills they have, including design.
I leveraged user research and data to suggest something that was not thought of before. A major drop-off point that that nobody was paying attention to. By bringing this insight forward, I was able to highlight an opportunity for improvement that could directly impact growth and user retention.

Lets Connect!

LinkedIn
Work
About
Resume
Goli Pezeshk 2025

Showing prices earlier to reduce drop offs

Without major UI changes, I proposed showing prices earlier in the flow, removing blurred prices in the cart, and eliminating the email requirement, then tested these updates over two weeks.