Checkout in one screen

Context

Tidepool Pay's checkout took four screens and asked for the billing address twice. Almost a third of shoppers who reached it never paid, and the drop was worst on phones.

What I did

• Watched 40 recorded sessions and listed every field shoppers stopped at.

• Merged address, card and review into one screen, with the address filled from the shipping step.

• Ran it as an A/B test in three markets for four weeks before rolling out to all 14.

Result

Drop-off fell from 31% to 19%. Time to pay went from 94 to 41 seconds, and support tickets about double charges stopped.