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<p>Lumen & Co. was running a visually strong fashion store with healthy traffic, but a cart abandonment rate well above industry benchmarks. Customers were adding items to their cart consistently but leaving before completing payment at a rate the brand could not explain internally.</p>
<p>Checkout required account creation before purchase, shipping costs were revealed only on the final step, and the process spanned five separate pages. Mobile checkout, which accounted for most of Lumen's traffic, was noticeably slower and harder to complete than desktop.</p>
We rebuilt checkout as a streamlined two-step flow with guest checkout enabled by default, shipping costs shown clearly before the final step, and a mobile-first redesign tested specifically on real mid-range devices rather than only newer phones. Trust badges were placed directly next to the payment field rather than buried elsewhere on the site.
Cart abandonment dropped meaningfully within the first month post-launch, with the largest improvement coming specifically from mobile checkout completions, previously the store's weakest conversion segment.
"We knew people were adding to cart and leaving, we just did not know exactly why until the audit. The new checkout paid for itself within the first few weeks." — Founder, Lumen & Co.
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