Rendition

Diagnosing why a vintage car e-commerce site lost 80% of shoppers at checkout

Rendition Design is a Taiwan-based e-commerce business serving the global vintage BMW community. The client came to me with a broad ask: "I want more sales." The work was figuring out which specific part of the funnel was actually broken, then making the smallest change that would move it. I worked on this as a freelance UX designer over three months, owning the engagement end-to-end with the founder. The work covered analytics analysis, user research with existing customers, identifying the structural cause of the conversion drop, and delivering a prioritised set of recommendations the client could ship without rebuilding the site.

Worked on:

UX Strategy, Conversion Optimisation

In details:

Challenge

The client wanted "more sales" but couldn't say which part of the funnel was failing. That's a common founder ask, and the wrong move is to start redesigning screens. The real first job was to figure out where in the journey users were actually dropping off, and why. Google Analytics told a clear story once I looked at it properly: add-to-cart conversion was 52%, cart-to-checkout was 75%, but checkout-to-purchase was 20%, well below the 29.5–61.6% industry range. The site wasn't a discovery or trust problem. Users wanted to buy. Something at the final step was stopping them.

Challenge

The client wanted "more sales" but couldn't say which part of the funnel was failing. That's a common founder ask, and the wrong move is to start redesigning screens. The real first job was to figure out where in the journey users were actually dropping off, and why. Google Analytics told a clear story once I looked at it properly: add-to-cart conversion was 52%, cart-to-checkout was 75%, but checkout-to-purchase was 20%, well below the 29.5–61.6% industry range. The site wasn't a discovery or trust problem. Users wanted to buy. Something at the final step was stopping them.

Solution

Solution

Results

Results