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SodaStream · Shopify checkout
+20% checkout CR
Rebuilding the money step: +20% conversion on SodaStream's Shopify checkout
The challenge
Checkout is the highest-intent, highest-anxiety step of any store: every visitor there wants to buy, and every element either reassures or gives a reason to leave. It is also where taste-based redesigns are most dangerous — which is why every change here was tested against control.
The approach
Friction inventory: each field, message and interaction in the Shopify checkout was assessed for the hesitation it created.
Trust work: order clarity, terms transparency and reassurance were treated as conversion features, not legal fine print.
Payment-flow optimization: express payment paths were given the prominence their conversion rates justify.
Everything tested: changes shipped as controlled experiments — the checkout is no place for unverified opinions.
The result
Conversion at the checkout step rose by 20% — measured against control, at the exact stage where every point of improvement translates directly into revenue.
The takeaway
At checkout, evidence matters most and taste matters least. Test the money step; never redesign it on faith.
Your turn
Same method. Your funnel.
The audit finds your version of these leaks — priced in recoverable revenue, with the test plan attached.