Product Page CRO Reduced Pet Supply Abandonment by 21%

The brand sells food and accessories for dogs and cats. Add-to-cart numbers were strong. Completed orders were not. The owner had already cut prices twice and watched margin fall with no lift in sales.

The recordings told a different story. Shipping cost stayed hidden until the final checkout screen. Shoppers reached the last step, met a number they had not planned for, and left.

The checkout form asked for a company name and a second address line that almost nobody filled in. There were no trust cues anywhere near the payment button.

We surfaced shipping cost inside the cart, before anyone commits. A progress bar shows how close the basket sits to free delivery. We removed three unused fields from the form and placed payment badges and the returns policy beside the pay button.

Fewer shoppers quit at the last step, and baskets got bigger, because people added one more item to reach the free shipping threshold.