Redesigning Checkout for Trust: +32% Conversion via Price Transparency
Outcome
What's Ding-go?
Ding-go (a BLIVE GLOBAL brand) is a direct-to-consumer e-commerce startup that curates authentic Asian snacks, beverages, beauty, and specialty foods from Japan, Korea, Taiwan, and beyond for Asian diaspora communities across the U.S. As an early-stage online retailer with limited runway, it relied on mobile traffic from marketing ads to grow, so turning that traffic into sales was critical to proving product-market fit.
Context
❓Problem to Solve
A 90.3% cart abandonment rate showed the cart page lacked the clarity and trust needed to move customers forward.
🪨 Challenge
Redesign the cart under tight engineering resources while building user confidence and supporting varied purchase behaviors across devices.
📍Project Goal
Redesign the cart with a trust-focused, mobile-optimized layout that clearly communicates shipping, pricing, and available actions.
📈 Business Needs
Increase revenue by improving the conversion funnel, reduce cart abandonment and help more users complete purchases.
Process
Research: Vague Pricing and Checkout Friction Drove Cart Abandonment
To understand cart drop-offs, I interviewed 4 early users, analyzed Google Analytics Reports and Hotjar session recordings.
Prototyping & Feedback
I created prototypes in Figma, then presented to marketing, engineering, and product teams to collect feedback.
Quick Win - First Launch
Collaborated with the engineering team to launch the first version of the product, prioritizing key features. This release received positive customer feedback and led to an increased cart conversion rate.
Iterating with Post-Launch Data
Post-launch data showed cart conversion had already increased, confirming the direction was right, so I iterated further, adding components that hadn't made it into the initial engineering timeline.
Final Design
Trust Enhancements
Added estimated shipping dates to reduce hesitation
Moved discount code input from checkout to cart to offer value earlier
Price Transparency
Introduced a clear summary of total costs (including shipping)
CTA Clarity
Separated the primary checkout CTA from quick-pay buttons
Improved visual hierarchy to increase action rates
What I Learned From Unexpected Data Results & Next Steps
Why Checkout Completed Rate Increased More Than Checkout Rate
This suggests the redesign helped reassure users during the checkout process, likely by improving clarity around final pricing, shipping details, and discounts, which reduced drop-off after checkout started.
Limited Impact on Reached Checkout Rate: Entry Friction Still Exists
Users might still not see enough value or urgency to move forward. Overwhelming checkout options (like multiple quick-pay buttons) may still cause confusion.
Next Focus: Reduce Pre-Checkout Friction And Streamline Checkout
Run session replays or click maps on the cart page to identify hesitation. A/B test simplifying quick-pay options (e.g., hide them behind a dropdown or reduce visual noise).