Lucas Oil
Automotive retail · E-commerce + CRO
Rebuilt the e-commerce stack and tuned the checkout funnel. Double-digit lift in trailing-90-day checkout conversion.
+0%
Checkout conversion ↑
0
Months to ROI
The Challenge
A high-traffic eCommerce store was converting at 31% on checkout — well below the 68% category benchmark. The culprit was a multi-step flow with redundant friction at the cart and shipping stages.
How we did it
Funnel Audit
Used session recordings and heatmaps to pinpoint the exact two steps where 70% of cart abandonment was occurring: shipping option selection and the mandatory account-creation gate.
Checkout Redesign
Collapsed the checkout to a single-page flow. Moved shipping estimates into the cart view, added address autocomplete, and eliminated the account-creation requirement — guest checkout with optional save.
PPC Restructure
Rebuilt Performance Max and Shopping campaigns around product margin rather than revenue — shifting spend to high-AOV SKUs and suppressing bottom-margin tail products that were consuming budget without profit.
A/B Holdout & Rollout
Ran a 4-week holdout on the redesigned checkout while maintaining the legacy path. Statistical significance hit at day 18. Rolled to 100% traffic at day 22 with a 187% conversion improvement.
What we delivered
- Checkout Funnel
- Performance Max
Technologies & services
- E-commerce
- CRO
- PPC
“The checkout numbers in month four were better than anything we'd seen in four years on the old site.”
Digital Director
Lucas Oil