Redesigning the Mobile Checkout Experience
The mobile checkout had a 68% cart abandonment rate due to a confusing multi-step process with hidden fees revealed at the last moment. We redesigned to a single-page checkout with transparent pricing and smart address autocomplete. Result: 34% increase in conversion rate and $2.1M additional annual revenue.
Project Overview
The Acme Commerce mobile app was experiencing significant revenue loss through cart abandonment. Users were adding items to their carts but failing to complete purchases at an alarming rate.
Challenge
Our analytics revealed several pain points in the existing checkout flow:
- 68% cart abandonment rate on mobile devices
- Users dropped off primarily at the shipping/payment step
- Hidden fees (tax, shipping) only revealed at final confirmation
- 5-step checkout process required too much cognitive load
Solution
We implemented a complete checkout redesign based on user research:
Single-Page Checkout
Consolidated all checkout steps into one scrollable page with clear section headers.
Transparent Pricing
Real-time price updates showing tax and shipping estimates as users fill in their information.
Smart Defaults
Address autocomplete, saved payment methods, and intelligent shipping option recommendations.
Results
After a 4-week A/B test with 50,000 users:
- 34% increase in checkout completion rate
- $2.1M additional annual revenue
- 4.2 → 4.7 App Store rating improvement
- 45% reduction in support tickets related to checkout