Refining the Checkout Experience for
Increased Customer Success
PROJECT OVERVIEW
We discovered that over 60% of users abandon the payment process after selecting a plan. This trend appears across various entry points—whether users are finishing a 14-day trial, visiting the BigCommerce portal, or accessing the product directly. The abandonment rate is higher than expected, prompting us to explore alternative checkout flows and funnels to address this issue.
GOAL
Our goal is to convert potential customers into paying customers by offering seamless, intuitive funnels and user flows that support payment completion. In addition to simplifying the payment process, we aim to help users choose the plan that best suits their needs. To support this, we provide four clearly structured plans, making it easy for customers to compare and decide.
To further increase our conversion rates, we plan to collect and analyze behavioral data to identify pain points within the current payment flow. These insights will guide us in making data-driven improvements that enhance the overall checkout experience and reduce abandonment.
UX RESEARCH – PAYMENT PROCESS
I conducted competitor research with a focus on their onboarding funnels and checkout experiences to gather insights and inspiration for our own process. This analysis has been instrumental in identifying opportunities to enhance our checkout flow. Each company addresses unique use cases, and by studying their best practices, we can extract valuable lessons and apply them to optimize our own payment funnel.
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UX RESEARCH – SUBSCRIPTION PRICING: INCLUDING OR EXCLUDING TAXES
Handling taxes in the checkout flow can be complex. Through segmentation research, we identified optimal display and interface patterns to present tax information clearly. A transparent approach reduces user confusion, prevents errors, and contributes to a smoother, more trustworthy checkout experience. This research continues to be key in improving clarity and confidence during the final step of the user journey.
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1. Checkout Funnel - Abandonment Rates
2. Pricing Page - Evidence
3. Trail CTR
PRICING STRATEGIES WITH RECOMMENDATIONS
Having thoroughly researched and analyzed our pricing feature—an essential part of the payment process—I developed 10 actionable recommendations, each with a detailed explanation of its importance. These suggestions highlight key improvements needed to strengthen our pricing functionality and enhance the overall payment experience.
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EXPLORING USER FLOW OPTIONS
To improve clarity and engagement across different user entry points, I created three custom funnels representing unique use cases. These variations allow us to track behavior more precisely and tailor experiences to user intent. With these insights, we can make informed, data-backed decisions to optimize the overall user journey.
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SELF - STORE PROFESSIONAL SERVICE USER FLOW
I created detailed user journey maps for three key customer segments: paid customers with a single store, paid customers managing multiple stores, and free trial users. Each journey begins at the control panel and maps out the unique experience and interactions specific to each user type. These journey maps help clarify the distinct needs, behaviors, and pain points of each group. By understanding their experiences in depth, we can make informed, data-driven decisions to enhance the product experience and optimize the end-to-end user journey for all customer types.
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HIGH-FIDELITY MOCKUPS
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NAVIGATE THROUGH THE INTERACTIVE MOCKUP
BETA RELEASE REVIEW FOR MOBILE VIEW
Following the beta release, I identified several UX issues—including malfunctioning features and UI inconsistencies—specific to the mobile view. I thoroughly documented these issues and collaborated with the engineering team to prioritize and address them. This review process is essential not only for enhancing the current product but also for reinforcing the importance of continuous maintenance to deliver a consistently optimized user experience.
NEXT STEP
After running the tests, we'll have data on both the CTR and CRO, which we'll need to finalize. Additionally, we currently offer multiple payment processes within the product, which can be confusing for users due to differences in experience and content. To address this, we should improve and align these two interfaces to provide a consistent user experience.
