Before/After: Marketplace App MigrateHub’s Checkout Redesign Improved Conversion by 18%

Design · 6 min read

MigrateHub, a marketplace for local movers, experienced high abandonment at checkout where users had to complete a long form with pickup/dropoff details, vehicle preference, and insurance options. Heatmaps showed users dropping off at the insurance and vehicle selection sections, and support transcripts revealed that addressing last-minute costs was a major concern.

The new design moved to a progressive modal that split the process into three digestible steps: logistic details (addresses with autocomplete), service selection (vehicle and extras) with inline cost impact, and confirmation with a clear total and trust signals (secure payment badge, refund window). The modal introduced saved-address suggestions and a price-impact slider so users could immediately see how choices affected the quote.

Post-launch metrics were strong: checkout conversion increased by 18%, average time to complete checkout fell by 22%, and customer calls about unexpected fees dropped by 41%. The price-impact slider was particularly effective in reducing anxiety — users who interacted with it were 1.6x more likely to complete checkout.

MigrateHub’s team emphasized two lessons: break complex forms into decision-focused steps, and make cost trade-offs explicit and reversible. They also rolled out a phased A/B rollout and used session replay to ensure no regressions on edge cases like multi-drop moves.