Subscriptions · Payments · Growth
Scaling revenue through checkout clarity
I made LinkedIn’s checkout clearer and easier to complete.
~18%
relative increase in checkout conversion
$18M
modelled incremental annual revenue
1
consolidated purchase path
- Company
- Period
- 2012 — 2015
- Role
- Manager, User Experience Design — Premium Subscriptions, Payments, Growth, Privacy & Security, Data Products.
Situation
New plans and add-ons made checkout hard to scan and edit.
About 62% left at the start. Once people added payment details, 95% finished.
Task
Create one checkout and explain the price, billing date and trial terms.
designing for clarity at scale
Product, Design and Engineering agreed on three goals: clarity, confidence and choice.
- One purchase path with a persistent contextual order summary
- Showed price, billing date and trial terms before payment
- Let customers edit choices without starting again
- Used the same clear approach on Android
Result
More people completed checkout.
- ~18% relative increase in checkout conversion
- $18M modelled incremental annual revenue against a $150M base growing 15% annually
- Reduced hesitation at pricing comparison and fewer billing-clarity support tickets
Want to know more?
Email Shernaz