A thriving outdoor gear e-commerce brand with an active community was losing revenue due to a 68% checkout abandonment rate.
Challenge
Why were customers dropping off? While they had high-quality products and a strong brand, many customers would add items to their cart only to abandon it before completing their purchase.
Through deep-dive analytics, here is what came out:
- Too long and complex checkout process annoyed customers.
- There was no option for guest checkout; new visitors had to create an account.
- Lack of trust signals on the payment page, causing hesitation.
The outcome? Lost sales and frustrated users.
Strategy
We worked with the brand for 4 months studying user behavior, running data-driven experiments, and iteratively improving the checkout process.
Our hypothesis: reducing friction at checkout and building trust would drive substantial increases in completed purchases.
Streamlined checkout: we condensed the process from 4 pages to only 1, eliminating unnecessary steps.
Guest checkout: users can now complete purchases without creating an account.
Enhanced trust signals: we added secure payment badges, money-back guarantees, and testimonials at key decision points.
Exit-Intent popups: a targeted 10% discount appeared when users attempted to leave the checkout page.
Result
23% increase in completed purchases, 15% decrease in checkout abandonment and 8% higher revenue per visitor (RPV).
By addressing user frustration and streamlining the purchase process, this brand unlocked thousands of dollars in additional revenue – without spending an extra cent on ads.