Cutting mobile checkout drop-off from 68% for a leading logistics company
1 min read · 219 words
The Challenge
A leading logistics company was losing customers at the single worst place to lose them: the checkout. On mobile, 68% of users abandoned before completing a booking. Every abandoned cart was a booking that did not happen — and the support inbox filled with "where is my order?" tickets from people who thought they had booked but had not.
The Approach
Rather than guess, I started by watching. I ran a five-user moderated test on the existing flow and looked for the exact moment people stalled. The pattern was immediate: a cluttered three-step form asked for details users did not have on hand, with no way to recover once stuck. So I collapsed the three steps into one focused screen, and made the low-friction options the default — inline validation, Apple Pay first, and progressive disclosure for the fields that genuinely needed manual entry.
The Results
The numbers moved where it mattered: mobile checkout conversion rose from 2.1% to 3.8% in six weeks, and support tickets dropped by 40%.
Shiraz completely turned our checkout around. After the redesign our numbers went way up and the team was so relieved.
The company no longer treats mobile checkout as a leak to be managed. It is now the flow they are most confident sending customers to.