Back in 2019 I was working with Papa & Barkley CBD

Situation: because P&B are in the cannabis space, by law, they must collect a certain amount of user data in order to allow the transaction to process. However, P&B was seeing a large drop-off rate early in the checkout process. with low nationwide sales rates, the team knew we needed to make some changes.
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Action: After a proper audit, heuristic analysis, heat map analysis and competitive research I found some improvements we could work with in order to increase conversion:
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1. Switch the order of the checkout steps so we capture email and credit card information earlier in the process to encourage users to complete the transaction.
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2. Add a progress bar to allow for users to have a clear idea of the system status and their place in the process
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3. We added completed data on the right side for users to review
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4. Updated the user log-in portal to feature saved orders, payment info, and shipping addresses for fast and easy checkout on their next order.

Result: After the updates were implemented, Papa and Barkley CBD saw a 30% increase in conversion in the first 90 days, and today they still use the step process and UI strategy I designed for them.