Project Overview
This experiment identified and resolved a fragmented checkout experience for international customers by implementing local currency display. The result was an 8% lift in click-through rates and a $500K annual revenue increase, while minimizing refunds and chargebacks.
8%
Lift in Click-Through Rates
$500K
ARR Win
0%
Minimal Chargebacks and Refunds
Process Breakdown
- Research Phase: Conducted user interviews and market analysis.
- Implementation Phase: Integrated local currency features into the checkout process.
- Results Phase: Analyzed data to assess impact on sales and customer satisfaction.
Situation
It started when I found out our international customers had a fragmented checkout experience. After conducting data analysis, we uncovered that in regions where we didn't show the native currency, the click-through rates dropped by up to 50% compared to countries where we did.
Product
I aimed to showcase the significant influence a minor change could have on both our customers and our business. I conceived the idea and suggested implementing the display of the local currency on our checkout pages for customers in countries where we don't currently offer support for their native currency.
My Role
As product manager for the payments & checkout team, I worked with our multi-disciplinary teams to take the change from conception to launch. I conducted research and customer interviews, worked closely with data science to define baselines and KPIs, and collaborated with the lead engineer on product and technical requirements.
Results
• Achieved an 8% statistically significant lift in click-through rates, translating into a $500K annual revenue win.
• Implemented currency conversion display across all checkout pages.
• Minimal refunds and chargebacks from the experiment.
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