Project
Tracing an 80%+ checkout bounce rate to two problems, fixing both, and rebuilding HSN.com's product lines to lift conversion 200–300%.
The checkout fix
Illustrative, not a screenshot
Two breaks in the funnel
80%+
checkout bounce rate
A checkout that stays on the page
~15%
checkout bounce rate
Changes validated with A/B testing.
Where shoppers dropped off
Illustrative, not a screenshot
Product page
Cart
Payment
Order confirmation
Order placed
"3 easy payments" opened in a pop-up that new pop-up blockers stopped
Totals didn't update when quantities changed; a refresh could wipe the order
Both fixes shipped after UAT with the Buyers and an A/B test.
HSN's checkout was losing more than 80% of shoppers. Following the drop-off through the purchase funnel, I found two problems. First, the "3 easy payments" step ran in a pop-up window, just as pop-up blockers were arriving on home computers and starting to roll out on company machines; no one had yet mapped where those blockers would break a purchase flow. Second, the order confirmation page didn't update totals when customers changed quantities. A refresh could wipe the whole order, and changing 3 of an item to 2 meant deleting the item, finding the product again, and starting over. I moved the payment step into the page, had the add/remove and order-refresh code fixed on the confirmation page, validated the changes with A/B testing, and cut the bounce rate to about 15%. Alongside the fix, I built the business case for custom front- and back-end systems across the Lunch Time Specials program, Cooking, and Home Goods, and used customer interviews and usability testing to shape the roadmap that lifted e-commerce conversion 200–300% within 3 months of launch.
80%+ → ~15%
Checkout bounce rate after the fix
200–300%
E-commerce conversion growth on core categories, within 3 months of launch