Redesigning checkout to improve conversion

The checkout experience needed to become faster and more effective at converting first-time paying customers. I used transaction completion time and first-time payer conversion as the two outcome measures.

I led the end-to-end checkout redesign and evaluated the results against speed and first-time payer conversion. Original customer interfaces and experimental sample details are not included in this public case study.

1. 01Focused success measurement on transaction completion time and conversion of first-time paying customers.
2. 02Led the end-to-end redesign of the checkout experience.
3. 03Measured changes in completion time and first-time payer conversion after the work.

I treated faster checkout and successful first payments as complementary goals. The next evaluation layer would be payment failures, support contacts and repeat purchase behavior.