The Vanishing Checkout
Eleven thousand carts abandoned in a single quarter. The trail led to a four-step checkout that hid shipping costs until the final screen. We cut the sequence to one page, moved the order total above the fold, and placed the guest checkout option where first-time buyers could actually see it. Abandonment fell 38% within five weeks of deployment.
- EXHIBIT A — heatmap audit of 4,120 recorded sessions
- EXHIBIT B — 14 checkout prototypes, 3 rounds of testing
- UX audit
- Prototyping
- A/B testing
- Design system