High cart abandonment rate (78%) and significant drop-off during the multi-step checkout process. Mobile checkout conversion was 40% lower than desktop, despite 65% of traffic coming from mobile devices.
Table of Contents
Overview
DTC fashion brand reduced cart abandonment and boosted checkout completion with a streamlined UX overhaul.
!The Challenge
Key Pain Points
- Below-industry-average conversion rates despite healthy traffic volumes
- Rising cost per acquisition making growth increasingly expensive
- Lack of structured testing methodology leading to inconsistent results
- Critical drop-off points in the funnel that had gone unidentified
Our Approach
We followed a proven conversion optimization methodology, adapted to the specific needs and context of Urban Threads.
1
Research & Discovery
We began with a deep analysis of Urban Threads' existing data, user behavior patterns, and competitive landscape. This included heatmap analysis, session recordings, and user surveys to understand the friction points.
2
Hypothesis Development
Based on our research findings, we developed a prioritized list of hypotheses using the ICE (Impact, Confidence, Ease) framework. Each hypothesis was tied to a specific metric and expected outcome.
3
Experiment Design & Execution
We designed and launched a series of controlled A/B tests, starting with the highest-impact opportunities. Each test ran until statistical significance was achieved at 95% confidence.
4
Analysis & Iteration
Results were documented, learnings were extracted, and winning variations were implemented. We then iterated on the findings to compound the initial gains.
The Solution
Implemented guest checkout, added progress indicators, optimized mobile checkout flow with thumb-friendly design, and introduced strategic upsells with personalized product bundles at the cart page.
Results & Metrics
The optimization program delivered significant, measurable improvements within the 8 weeks engagement.
+28%
Checkout Conversion
+15%
AOV Increase
Client Testimonial
“We thought our checkout was fine. Invespsoft showed us exactly where customers were struggling and fixed it systematically. Revenue per visitor jumped immediately.”
MJ
Marcus Johnson
Founder & CEO, Urban Threads
Tools & Platforms Used
We leveraged a combination of industry-leading tools to research, test, and measure the optimization program for Urban Threads.
VWOHotjarShopify AnalyticsGoogle Analytics
Key Takeaways
Here are the most important lessons from this engagement that can apply to any business looking to improve their conversion rates:
Small UX changes can drive outsized conversion improvements when backed by data.
Understanding user intent at each funnel stage is critical for effective optimization.
A systematic testing approach compounds gains over time, resulting in +28% improvement.
Cross-functional alignment between marketing, product, and engineering accelerates results.
Want similar results for your business?
Book a free conversion audit and discover the optimization opportunities hiding in your funnel.