Project Overview
Stripe Link for Cards Integration - A checkout acceleration initiative to reduce friction and improve conversion rates for URBN’s guest and returning customers by enabling one-click payment experiences through Stripe’s Link for Cards product.
15%
Conversion Uplift for Returning Users
35%
of All Credit Card Purchases
>$300M
Annual Demand
The Opportunity
Our customers - particularly guest customers - face significant friction at checkout when paying with cards. They need to manually enter their 16-digit card number, 3-digit CVC, and expiration date for every purchase. This creates unnecessary barriers to conversion.
Key Data Points
• Existing Link Customers — 14% of URBN Customers already use Link across other merchants.
• Conversion Uplift — Stripe's data shows Link drives a 19.3% conversion uplift for returning users at merchants with repeat purchase patterns similar to URBN's.
• Saved Payments — A significant portion of URBN's logged-in customers make multiple purchases per year using the same card, making them ideal candidates for saved payment methods. By enabling Link for Cards, returning customers can authenticate via a simple OTP and select saved payment methods from their Link wallet instead of re-entering card details manually each time.
My Role
As the Product Manager for the Purchase team, I owned the end-to-end delivery of this initiative:
∙ Product strategy & requirements definition: Wrote the PRD defining the problem space, success metrics, and functional requirements for different customer segments
∙ Stakeholder alignment: Coordinated across engineering teams, brand teams (UO, FP, Anthropologie, Terrain), and our external partner Stripe to ensure alignment on implementation approach
∙ A/B test design & analysis: Defined test cohorts, success metrics, and analysis framework to measure checkout CVR impact across login status, device type, and acquisition channel
∙ Technical coordination: Worked with engineering on implementation details including OTP flows, Link authentication states, and payment method display logic
∙ Issue management: Tracked and prioritized bugs including billing address issues and unintended Link display on internal CC websites
∙ Data analysis: Wrote SQL queries to analyze customer payment behavior and identify opportunity size for repeat purchasers using the same card
The Product
Stripe Link for Cards serves as a checkout accelerator that autofills payment information for customers who have previously saved their cards to Link. How it works: ∙ Customers who aren’t signed into Link have their email automatically passed into the authentication field ∙ An OTP is triggered and sent to their email or phone ∙ Once authenticated, customers can access saved payment methods from their Link wallet ∙ Authenticated customers can complete checkout with one click instead of manually entering card details Implementation approach: We ran this as an A/B test to measure impact on checkout conversion rates across multiple dimensions: ∙ Login status (Guest vs. Authorized customers) ∙ Device type (Mobile vs. Desktop) ∙ Channel (Direct, Paid, Social, etc.) The control group maintained the existing card entry experience, while the variant group saw the Link for Cards option in the payment element.
Results
• Created a seamless checkout experience for our Guest Users with Link Accounts allowing them to easily access saved payment methods
• >300K sign-ups for Link via URBN Sites
• >$300M in annual demand coming from Link helping spur growth for the Link ecosystem, for merchants, and for customers
• 15% in conversion uplift from returning users
• Minimal fraud uptick (measured via Refunds and Chargebacks)
Back home