Checkout & Conversion
Turning a 4-Step Checkout Into a 1-Step Conversion Engine
DEVICE
Mobile & Web
TEAMS
UX Designer · Developer · eCommerce Manager · Copywriter · Performance Marketing
YEAR
2025
88% of Users Dropped Before Reaching the Checkout Page
Radiant Professional Makeup’s eCommerce growth was constrained not by demand, but by friction. Users were forced through a fragmented checkout flow that resulted in high cart & checkout abandonment.
By simplifying the path from product view to purchase, I redesigned the checkout experience to remove unnecessary steps, eliminate blockers, and align the product with how customers actually buy.
Timeline
4 months from insight to implementation, focused on reducing checkout friction and improving conversion efficiency.
Process
I started by analyzing funnel data and run some usability tests to identify where and why users were dropping off.
Based on this, I redesigned the flow around speed and intent:
Enabled direct access to checkout from the cart drawer
Removed the email/signup barrier
Collapsed a four-step checkout into a single page
All changes were prioritized to reduce friction, minimize clicks, and improve conversion — without relying on discounts or incentives.
83% of Orders Were Guest Checkouts, Yet We Forced Users to Sign Up
This four-step flow below added unnecessary friction and interrupted purchase intent, leading to significant drop-off before users even reached checkout.
Key Checkout Interventions That Removed Friction
Go to Checkout Button in the
Cart Drawer
Only 14.3% of users were starting the
checkout process from the cart, as users were forced to first view their bag before proceeding
Email Field Moved Into Checkout
The email/signup gate caused an 88% drop-off before users could even begin checkout
Credit Card Set as the Default Payment Method
51% of orders were placed using cash on delivery, with one in three cash orders returned, driving higher operational costs
Results Since Implementation
↑24.24%
users begin checkout
↑32.61%
complete their purchase
↑10.1%
pay by credit card