E-commerce Checkout Re-engineering
D2C Retail Brand
The Challenge
A direct-to-consumer retail brand was losing significant revenue due to cart abandonment. Their multi-page checkout flow was slow, confusing, and mobile-unfriendly. Users had to navigate through 5 separate pages to complete a purchase, with no ability to edit items once they reached the payment step. Analytics showed that 78% of users who added items to cart never completed checkout.
Our Approach
We redesigned the entire checkout experience from scratch, starting with user research and competitor analysis. The new design consolidated all checkout steps into a single, optimized page with real-time validation. We integrated Stripe Elements for secure, PCI-compliant payment processing and implemented real-time inventory validation to prevent overselling. The interface was built mobile-first with progressive enhancement for desktop users.
The Outcome
After a 2-week A/B test with 50% traffic split, the new checkout showed a 3.1× increase in conversion rate and 68% reduction in cart abandonment. Average time-to-purchase dropped from 4.5 minutes to 1.8 minutes. Mobile conversion rate improved even more dramatically, increasing 4.2×. The brand saw an immediate 210% increase in completed orders.
Deliverables
- Single-page checkout application with React
- Stripe payment integration with 3D Secure support
- Real-time inventory validation system
- Order confirmation and email notification system
- Mobile-optimized responsive design
- Analytics instrumentation and A/B testing framework
Technology Stack
"The ROI was immediate and dramatic. We're now processing over 3× more orders with the same traffic. The new checkout experience has become a competitive advantage."
— VP of E-commerce, D2C Retail Brand
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