White Stores

Creating a best class checkout experiences.

A frictionless process.

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Funnel Optimization



Project Timeline


Increased in ROI revenue

Project Overview

The 'out of the box' Magento 2 checkout is... good enough. However, there is undoubtably room for improvement. We partnered with the Baymard Institute of Ecommerce user research to audit and user test over 100 of the top Ecommerce checkouts in order to create a definitive list of do's and dont's. Armed with this data we created a custom design for each of the checkout user journeys for White Stores and implemented our intentions.

Project Execution

First we established benchmarks of the current basket and checkout performance. Then, we audited the business requirements and created a framework for each user journey with the intention of making the checkout process simple and frictionless. To create the designs we turned to our research with Baymard and created wireframes before testing variations with real customers. Finally we developed the checkout in Magento 2 and launched.


Checkout drop off decreased by 300%+

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