Identifying Critical Drop-off Points
Through meticulous analysis of Superbuy
Heatmap analysis revealing payment page abandonment patterns
Streamlining the Payment Experience
In response, we implemented a comprehensive payment system overhaul:
- Integrated single-tap Apple Pay functionality
- Implemented seamless Google Pay checkout
- Reduced payment form fields by 70%
- Auto-fill billing/shipping information for returning users
The results were transformative - our conversion rates improved by 31% within the first month post-implementation, with mobile checkout time reduced by an average of 18 seconds.
Strategic Feature Rationalization
While optimizing high-impact areas, we simultaneously analyzed underutilized features. The "3D Product Showcase" module showed:
| Metric | Value |
|---|---|
| Monthly Active Users | 2.7% |
| Session Duration Impact | +9 sec (when used) |
| Conversion Influence | <1% variance |
By decommissioning this resource-intensive feature, we reallocated engineering bandwidth to enhance core shopping functionalities, resulting in 23% faster category page loads and improved discoverability for trending products.
Key Takeaways for E-Commerce Apps
This optimization initiative demonstrated three vital lessons:
- Payment friction disproportionately impacts mobile conversions
- Strategic feature sunsetting can improve overall app health
- Heatmap analysis should drive concrete UI/UX improvements
The complete technical documentation of this case study is available via Superbuy's research portal.