Home & furniture · 2025
Cutting a five-step checkout down to what people needed
A considered purchase with a long deliberation cycle was being handled like an impulse buy. We rebuilt the cart and checkout around delivery certainty.
- Client
- A premium furniture retailer
- Industry
- Home & furniture
- Services
- Conversion Research, Shopify Build & Speed
- Year
- 2025
- +11.6%
- checkout completion
- +6.4%
- revenue per visitor
- 5 → 2
- steps to purchase
The challenge
Average order value was high and margins were healthy, but a large share of carts were abandoned at the delivery step. Session replay showed the pattern immediately: shoppers reached checkout, could not establish when a piece would actually arrive, and left to check the FAQ or start a chat. Many never came back. The information existed — it simply was not where the decision was being made.
What we did
- 01
Instrumented the checkout properly so abandonment could be attributed to a step rather than inferred from a funnel chart.
- 02
Interviewed recent purchasers and abandoners; delivery certainty came up more often than price in both groups.
- 03
Moved lead times and delivery options up into the cart, surfaced them per line item, and tested the wording rather than assuming it.
- 04
Rebuilt checkout on Checkout Extensibility, collapsing five steps to two and removing fields that were not being used downstream.
The outcome
Checkout completion improved materially and support volume about delivery dropped, which the customer service team noticed before the analytics did. The bigger structural win was attribution: the team can now see which step loses an order rather than debating it.
Built with
- Shopify Plus
- Checkout Extensibility
- Liquid
- GA4
- Amplitude
More work
- Beauty2025
Rebuilding a product page around what buyers actually asked
High traffic, high bounce, and a product page written for the brand rather than the buyer. Research found four recurring hesitations; two quarters of testing answered them.
- product page conversion rate
- +14.2%
- revenue per session
- +9.1%
- tests shipped, the rest documented
- 6 of 23
product page conversion rate
revenue per session
tests shipped, the rest documented
- Fashion2024
A mobile site that stopped losing people before it loaded
Four in five sessions were mobile and the page took almost five seconds to render. The fastest conversion win available was not a test at all.
- mobile LCP, 75th percentile
- 4.8s → 1.9s
- mobile conversion rate
- +21%
- repeat purchase rate
- +13%
mobile LCP, 75th percentile
mobile conversion rate
repeat purchase rate
Start here
Find out what your store is actually losing.
Most engagements start with a conversion audit: three to four weeks of research into where revenue leaks in your funnel, and a ranked roadmap of what to test first. The findings are yours to keep, whether you run them with us or not.
- Reply within one business day
- A strategist, not an SDR
- We'll tell you if you're not ready to test