Article
Streamlining a 20-Click Conversion
I used a human-centered strategy to transform a cumbersome buyflow with 20 clicks into a seamless, 3-click conversion experience.
Access
Growth
High-Friction Buyflows are High-Risk
The amount of effort required to convert on the GetaWave website was a daily source of frustration for the business and its users. The 20-click process created a high-friction, unenjoyable experience that caused frustration and abandonment. This translated directly to lost sales, high support costs, and an inefficient buyflow that couldn’t grow with the business. I was tasked with untangling this complexity with an effective, people-first solution.
Visualizing and Simplifying Flows
I started by visualizing the source of the friction. I used task analysis and user research to map the initial 20-click user flow, which allowed me to pinpoint every critical point of failure. Armed with that data, I redesigned the information hierarchy and created a new, intuitive conversion path. The final diagram shows the streamlined buyflow I designed and prototyped, which became the foundation for the new GetaWave conversion experience.
3 Clicks with Tangible Impact
My people-first approach didn’t just simplify a 20-click buyflow, it delivered a measurably successful solution that promoted user enjoyment and business growth.
50%
of forms removed from the buyflow without sacrificing lead quality
22%
increase in mobile traffic to buyflow pages page after launch, contributing to a 5% increase in leads captured
8 second
increase in average mobile session length after launch, demonstrating that the new buyflow was more engaging and valuable
