Ledgerly · conversion +18%
Checkout that stopped losing people
Half of new merchants gave up during checkout setup. We cut nine steps to four, and conversion rose 18% in one quarter.
The problem
Merchants signed up, started setting up checkout and stopped. Half of them never took a single payment. Support blamed bank verification; the data said otherwise.
What we did
I watched twelve merchants set up checkout on a call. Most of them stalled at the same three screens, none of them about the bank. We merged nine steps into four, moved tax settings to after the first payment and let people take a test payment straight away.
The result
Setup completion went from 51% to 69% in a quarter, and the time to the first payment fell from four days to one.
What I’d do differently
Ship the test payment first. It was the smallest change and it did half the work.