$290,000 revenue increase with shopping cart improvements

Overview

UX in collaboration with Marketing decided to update the login and shopping cart.

Problem

The purchase funnel for Accounts.LAZ was underperforming, with a CVR of 1.10% and significant drop-off at login and cart steps—two critical conversion points in a high-intent flow. This represented a direct revenue constraint on a core growth surface.

Role: Lead UX Designer. Product Manager

Funnel Context

Order Start → Login (orderLogin.do) → Cart (cart.do) → Checkout → Summary

Largest drop-offs observed at:

• Login (identity friction)

• Cart (interaction + decision friction)

The summary was a natural place for users to abandon as it was the post purchase summary and lead users to their email where, for security and legal reasons, they needed to confirm account creation.

Hypothesis

If we remove unnecessary decision points at login and simplify cart interactions, we expect more users to reach checkout, increasing CVR from 1.10% → 1.265%.

Why This Work Was Prioritized

• High traffic, high intent funnel stage

• Direct tie to revenue (conversion)

• Clear, observable friction points

• Faster to implement vs. deeper platform changes

Measurement & Goal

Method of CVR Calculation:

Only using Accounts.LAZ (non-consolidated) GA data

• Current CVR (May 10-July 7) = 1.10%

• Goal to improve by CVR by 15% = 1.265%

Key Interventions

Old Login Pages

Intervention: Remove unnecessary decision friction at login

• Eliminated non-functional radio button step that did not impact downstream behavior

• Replaced with standard login / account creation pattern aligned with e-commerce norms

• Positioned returning user login more prominently to reduce duplicate account creation

Expected Impact: Faster progression into cart and reduced abandonment at login

Updates to Login

Old Shopping Cart

Intervention: Align cart interactions with standard e-commerce patterns

• Replaced non-standard selection controls with familiar add/remove patterns

• Reprioritized visual hierarchy to emphasize “Checkout” as primary action

• Reduced visual noise (disabled products, over-prominent discount field)

Expected Impact: Increased checkout initiation and reduced hesitation

Tradeoff Considered

De-emphasizing discount code entry risked reducing coupon usage, but analysis suggested the distraction was suppressing overall conversion. We prioritized total CVR over coupon engagement.

Updates to the Shopping Cart

Results

Primary Metric

Conversion Rate (CVR)

Baseline: 1.10%

Target: +15% → 1.265%

Actual: 1.287% (+17%)

Secondary Signals

• Decrease in duplicate account creation

• Reduction in support calls related to account consolidation

Key Learnings

• Removing non-essential decisions in high-intent flows has outsized impact on conversion

• Familiarity (mental models) is not just UX polish—it directly affects revenue

• Visual hierarchy strongly influences user action prioritization (e.g., discount vs checkout)

• Small, targeted changes in critical funnel steps can outperform larger feature investments