A case study showing how UX optimization translated to a 40% increase in conversion for an online store.
"We have 80 thousand visits per month, but sales are stagnant" - that's how our conversation with an online fashion store owner began. Sound familiar? It's one of the most common e-commerce problems: traffic is there, conversion isn't.
Diagnosis: where are customers "leaking"?
Before any changes, we spent a week on analysis. We connected Hotjar, analyzed Google Analytics, conducted 12 customer interviews. The results were clear:
Main problems? Checkout was a nightmare - 15 fields on one page, no guest checkout, form unreadable on mobile. But that's not all...
5 changes that made a difference
Checkout form from 15 to 8 fields
We removed: middle name, fax (!), "how did you hear about us", separate invoice form. Combined street with house number. Address autocomplete by postal code.
Guest checkout as default option
"Register to continue" was killing conversion. Now registration is an option at the end: "Want to save data for next time?" - 34% of customers still register.
Trust signals at payment
We added: bank logos, SSL padlock icon, "Secure payments" badge, 14-day return info. Effect? -23% abandonment on payment page.
Before vs. After - specific changes
Before optimization
- 15 form fields on one page
- Registration required before purchase
- No payment security information
- Form unreadable on mobile
- Hidden shipping cost (surprise at the end)
After optimization
- 8 fields split into 3 steps
- Guest checkout as default
- Trust badges + bank logos
- Large fields, numeric keyboard
- Shipping cost visible from cart
Results after 3 months
Is your conversion below 2%?
We'll conduct a free mini UX audit of your checkout and point out the 3 biggest problems to fix.