Improving checkout experience to Sonco Crowd control

In early 2025, with cart abandonment peaking at 93%, it became urgent to reevaluate our checkout experience. Behavior data and user feedback revealed a common thread: the process felt long, confusing, and untrustworthy — especially on mobile.
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We rebuilt the entire flow with a focus on clarity, speed, and user confidence. The new design introduced better field validation, consistent structure, and visible feedback at every step.

Key information like promo codes, shipping estimates, and product details were made accessible without overwhelming the user. The layout was redesigned to reduce friction and give the impression of fewer steps.

The result was a faster, more intuitive experience. The entire checkout now fits within two scrolls, even on desktop. Visual confirmation, smart form interactions, and fewer visible fields helped reduce hesitation and build trust throughout the process.
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Early testing with the new experience already showed encouraging signs: users moved through the flow more smoothly, hesitated less, and asked fewer support questions during checkout.

With full implementation underway, we expect at least a 10% drop in abandonment rate and a minimum 1.5% lift in conversion — an ambitious but realistic goal, given that our current abandonment rate is well above the industry average of 70%, as reported by the Baymard Institute.