The checkout process is a critical part of the customer journey for any e-commerce platform.
Industry data indicates an average checkout abandonment rate of approximately 70%, with our platform experiencing even higher rates.
Analysis of our checkout flow revealed a significant drop-off between Step 1 (personal information entry) and Step 2 (shipping details). This insight highlighted a pain point: customers were unable or unwilling to proceed past the initial step.
Research, designing, testing and prototyping.
My role was to identify the primary blockers causing this drop-off and address them with a phased improvement plan.
The first phase (MVP) focused on optimising the guest checkout experience.
Beyond immediate improvements, we aimed to define additional initiatives for long-term optimisation, such as social logins and express payment options.
This is the first step of the checkout process, which consists of three steps:
1 - Personal Details
2 - Shipping Address / Click & Collect
3 - Payment Method
The highest checkout abandonment occurs between steps 1 and 2.
Additionally, the most frequently sent email in our flows is the "Reset Password" email, suggesting an issue at this stage. Customers often don’t remember they have an existing account from previous purchases, or they fail to notice the guest checkout option.
