Reducing Checkout Abandonment by 31%
A/B testing and checkout funnel redesign at a fintech company, driving $2.4M in annualized revenue.
Context
Our flagship e-commerce client noticed a steady increase in checkout abandonment over Q3. Users were adding items to their cart but dropping off right before completing payment.
Approach
I led a cross-functional squad to identify friction points. We implemented user session tracking and discovered that forced account creation was causing a massive 45% drop-off. We hypothesized that allowing guest checkout and streamlining the payment flow would significantly increase conversion.
Results
After a 4-week A/B test, the new flow outperformed the control by a significant margin. We rolled it out to 100% of traffic the following month.
"Maya's relentless focus on the user journey completely turned our conversion metrics around."
The Execution Strategy
To tackle this challenge, I relied on a combination of deep research, iterative development, and tight feedback loops with stakeholders. We moved quickly to validate our core assumptions before scaling the solution.
Like what you see?
This is just an example, but your potential is real. Join Foliad and start building your professional portfolio today.
Create your free portfolio