✓ Checkout conversion up 27% (2.1% → 2.7%)
✓ Cart abandonment down from 78% to 61%
✓ +$1.2M in annualized revenue from the same traffic
Before → after
| Metric | Before | After |
|---|---|---|
| Checkout conversion rate | 2.1% | 2.7% |
| Cart abandonment | 78% | 61% |
| Annualized revenue impact | n/a | +$1.2M |
A DTC brand was spending hard on paid traffic but leaking most of it at checkout. The store converted fine on paper, but a clunky multi-step checkout was quietly killing the funnel.
The challenge
- A five-step checkout with unnecessary fields and no guest option.
- No trust signals, and no shipping cost until the very last step.
- No A/B testing culture, changes were shipped on gut feel.
- Analytics couldn’t isolate where buyers actually dropped off.
What we built
- Funnel audit instrumented every checkout step and found the biggest drop-offs (shipping surprise + forced account creation).
- Checkout rebuild collapsed five steps to two, added guest checkout, address autocomplete, and upfront shipping estimates.
- Trust layer added payment badges, money-back messaging, and live stock counts.
- A/B testing ran a structured experiment program on headlines, offers, and button copy.
- Reporting wired GA4 funnels and a weekly dashboard so wins and losses were visible.
The results
Checkout conversion rose from 2.1% to 2.7%, cart abandonment fell from 78% to 61%, and the brand now attributes an extra $1.2M a year to the same traffic. The testing program has become a permanent part of how they ship.
The takeaway
Conversion optimization isn’t a one-off redesign, it’s instrumenting the funnel, removing friction, and making decisions with data instead of taste.
Stack ShopifyAstroGA4A/B testingStripe