Preventing Fraud in Online Transactions

A fintech company faced an increase in fraudulent...

About

Clearbit, a business intelligence platform, engaged us to enhance its digital presence. We revamped their website to better reflect their brand evolution, improving visuals and user experience. This redesign resulted in clearer messaging, a stronger brand image and increased conversion rates.

  • Industry E-commerce
  • Services AI- Services
  • Usage 1500+

Challenge

The company faced a high cart abandonment rate of 68%, which significantly impacted revenue. Customers often left the site before completing their purchases due to:

  • Complicated checkout process with too many steps
  • Lack of payment options for diverse users
  • Poor mobile experience leading to drop-offs
  • Unclear error messages causing frustration

Goal

Redesign the checkout experience to reduce friction and increase conversions without disrupting the existing user base.

Solution

We implemented a three-phase UX redesign strategy:

1. Streamlining the Checkout Process

  1. ✅ Reduced steps from 5 to 3, eliminating redundant fields
  2. ✅ Added guest checkout for faster transactions
  3. ✅ Implemented progress indicators to give users a sense of completion

2. Enhancing Mobile Usability

  1. ✅ Optimized the checkout flow for one-handed navigation
  2. ✅ Introduced auto-fill for addresses and payment details
  3. ✅ Increased button sizes for easier tapping

3. Improving Error Handling & Transparency

  1. ✅ Implemented real-time error validation to prevent user frustration
  2. ✅ Added clear messaging explaining why errors occurred
  3. ✅ Included a save cart option to allow users to return later

4. Expanding Payment Options

  1. ✅ Integrated Apple Pay, Google Pay, and Buy Now, Pay Later (BNPL) options
  2. ✅ Allowed users to save multiple payment methods

Results

  1. 📈 35% increase in successful checkout conversions
  2. 📉 Cart abandonment rate dropped from 68% to 48%
  3. 📱 Mobile conversion rate improved by 42%
  4. 💳 20% increase in alternative payment usage (Apple Pay, Google Pay, BNPL)

Key Takeaways

  1. 🔹 Simplicity wins – Reducing unnecessary steps boosts conversion rates.
  2. 🔹 Error handling matters – Clear messages prevent frustration.
  3. 🔹 Mobile-first is essential – Optimizing for mobile users drives higher engagement.
  4. 🔹 Payment flexibility helps – More options = more completed checkouts.