Anonymised selected engagement
E-commerce Checkout Conversion Optimisation
How a payment-step diagnosis and three sequential experiments increased checkout conversion from 1.8% to 2.85% over eight weeks.
Problem
Checkout conversion had plateaued at 1.8% despite stable traffic, and the team did not have enough funnel evidence to identify where the largest loss was occurring.
Approach
A funnel audit isolated a high-friction payment step. Three sequential A/B tests then addressed that specific constraint while monitoring completion and revenue rather than clicks alone.
Observed result
Checkout conversion increased from 1.8% to 2.85% during the eight-week test programme. At the client’s traffic volume, the observed change corresponded to approximately €18,000 in additional monthly revenue.
How it was measured
The relative lift is calculated as (2.85% − 1.8%) ÷ 1.8%. Revenue impact was estimated using the client’s traffic and order-value data during the measured period.
Limitations
The client is anonymised. The revenue figure is an engagement-period estimate and can vary with traffic quality, seasonality, pricing and implementation quality.