Before/After: TinyShop’s cart redesign doubles checkout completion

Tech · 5 min read

TinyShop’s original cart page was heavy: multiple shipping calendars, ambiguous promo fields, and a complex coupon modal that required leaving the page. Analytics showed high abandonment after users opened the coupon modal and a long average time-on-cart with little throughput. The redesign focused on removing choice paralysis and clarifying next steps.

The new design condensed shipping into a single, prioritized option with “fastest” and “cheapest” toggles, moved coupon entry inline with instant feedback, and added a persistent checkout CTA with live cost updates. Designers used progressive disclosure to hide advanced options behind an 'Edit' flow. They validated the concept with remote tree tests and unmoderated sessions, iterating copy and micro-interactions to reduce friction.

After rollout, TinyShop measured a 100% increase in checkout completions, a 22% decrease in support tickets about shipping, and a 14% lift in average order value due to clearer upsells. The team attributes success to a ruthless focus on the moment of decision—streamlining choices, reducing context-switches, and making cost transparent at every step.