From six checkout steps to two
How we rebuilt a checkout flow and what the numbers did over the following quarter.
MarceloSplendor teamFeb 11, 20261 min readHow we rebuilt a checkout flow and what the numbers did over the following quarter.
The starting state
Six steps, three of them collecting data the business never used. Cart abandonment near the industry ceiling.
What we cut
- Account creation up front (moved to post-purchase).
- Address autocomplete replaced a 9-field form.
- Shipping options collapsed to two named tiers.
What we measured
Funnel conversion at each step, time-to-purchase, and customer support contact volume.
Every removed field is a small apology you don’t have to write later.
Results, twelve weeks in
Key takeaways
- Checkout conversion +38%.
- Time-to-purchase down by half.
- Refund rate unchanged — quality of buyer held.
