E-commerceConversion RateUX Audit
Home Centre Checkout Redesign
Home Centre
Diagnosing and fixing checkout drop-offs to recover lost revenue.
The Problem
Users were dropping off significantly at the 'Buy Now' and 'Payment' stages, despite adding items to the cart.
Context
Investigating a sudden dip in conversion rates over a 3-day period for the mobile app.
Key Decisions
- 01Mapped the full user journey from PLP to Payment Gateway to isolate friction points
- 02Checking internal factors: Recent app updates, marketing campaigns, and 'Buy Now' button functionality
- 03Checking external factors: Payment gateway failures and competitor offers
Execution
- Analyzed the funnel: Sign Up -> Home -> PDP -> Add to Cart -> Offers -> Payment
- Identified that the 'Offers/Price Breakup' screen was causing cognitive load
- Proposed fixing the 'Pay Now' button latency and clarifying bank offer applicability
Measurable Impact
Recovered 15% of lost conversions within 48 hours
Reduced payment failure rate by collaborating with gateway partners
Improved 'Add to Cart' to 'Order Placed' conversion by 8%
Reduced average time-to-checkout by 20 seconds
Key Learnings
"Technical integrity checks (analytics, buttons) should be the first step in debugging drop-offs
"External factors like bank downtime can disguise themselves as UX issues
"Streamlining the price summary prevents 'sticker shock' at the final step