Checkout CRO
Sole checkout designer delivering targeted optimisations to increase conversion
Role
UX Designer
Team
PO | Developers | UX Researcher
Tools
Figma | Tableau | Contentsquare
Duration
4 months (ongoing project)
Background
Research showed our checkout process takes longer than competitors. Usability issues were causing friction and drop-off rates, impacting booking conversion rates.
Squad Goal
Using an Opportunity Solution tree, identify areas for low-effort, high-impact solutions in the checkout to reduce friction and increase conversion rates.
Approach
I analysed Contentsquare data to identify checkout friction points, gathered usability insights from research, reviewed successful past experiments, and benchmarked competitor checkout flows.
Identifying opportunities
Mapped insights to Opportunity Solution Trees with product trio (PO and Lead Developer)
Prioritised opportunities within value/effort matrix for our roadmap
Opportunity Solution Tree
Prioritisation Matrix
Testing solutions
Designed solutions based on identified opportunities
Developers in my squad implemented A/B tests, with results informing future iterations
A/B Tests & Results
Experiment 1: Payment Security Reassurance
Goal: Emphasise checkout security to increase user trust.
Solution: Added a padlock icon and secure messaging to the header on desktop and tablet.
B
↑ 3% conversion uplift
+ 198 bookings over 20 days
Next step
Experiment adding padlock to CTA button label on the payment page to increase user trust when booking.
Experiment 2: Navigation Improvements
Goal: Improve the page layout to facilitate a natural reading flow and encourage progression.
Solution: Repositioned the sticky cost breakdown sidebar across all steps of checkout.
A
B
↑ 2.2% conversion uplift
+ 154 bookings over 30 days
Next steps
Remove container borders, and replace with borders in between sections to further streamline the checkout process.
Experiment 3: Streamlined Personal Details Form
Goal: Exclude unnecessary dropdown to reduce friction and encourage progression.
Solution: Removed the ‘Title’ dropdown from the personal details form on mobile.
A / B
↑ 1.9% conversion uplift
+ 88 bookings over 60 days
Next steps
Increase form field height to improve accessibility and align with updated design system.
Experiment 4: Communication Preferences Update
Goal: Improve usability of the communication preferences section in checkout.
Solution: Updated to standard checkboxes, refined copy with legal requirements, and modernised the UI.
A
B
↑ 2.5% conversion uplift.
+ 110 bookings over 30 days.
Next steps
Test simplified language variations to improve clarity, while maintaining legal compliance.
Experiment 5: Payment Form Accessibility
Goal: Improve accessibility to encourage progression through checkout.
Solution: Increased mobile payment form input fields to 48px and improved spacing.
A / B
↑ 3.5% conversion uplift.
+ 215 bookings over 30 days.
Next steps
Implement on desktop and tablet.
Remove icons and increase input field labels to reduce cognitive load in the payment form.
Impact
Strategic low-effort changes significantly improved the checkout experience and increased conversion rates.
Significant learnings have been uncovered throughout this process, which will inform the checkout iteration roadmap.
Learnings
Close stakeholder collaboration helped balance user needs with business goals.
Opportunity Solution Trees kept us focused on validated user problems, enabling data-driven improvements.