Found the Leak. Fixed the Checkout.
HansVoortman.nl is a premium Dutch fashion retailer. Strong brand. Loyal customers. A high satisfaction score. A mobile conversion rate that beats industry benchmark.
The store was performing. The data told a different story underneath: the checkout was leaking buyers at the worst possible moment.
I found the leak. Then I fixed it.
The brief
HansVoortman came in for a Research Complete: a full CRO and UX analysis across GA4 data, Clarity session recordings, funnel analysis and a page-by-page audit of five key areas of the site.
The goal was a clear, prioritized answer to one question — where exactly is this store leaving money on the table?
Months of analytics. Five audited page types. Dozens of session recordings studied. One structured action plan. And once the research was done, a full checkout redesign to turn the findings into something shippable.
The key finding — the payment step
The most urgent problem in the store sat at the payment step. A meaningful share of buyers who reached it didn't complete — across mobile, desktop and tablet — well above what's normal for e-commerce.
The causes compound. Shipping costs surface too late in the flow. Payment-method surcharges only show up at the moment of selection. Preferred methods like iDEAL aren't visually prioritised. The form adds friction at the point of maximum intent.
Highest priority in the entire report. The one I redesigned.
The checkout redesign
The research pointed to one root cause behind the payment-step failure: a cascade of small transparency failures across three consecutive steps. Each one individually manageable. Together, they kill intent.
Step one asked only for an email but said nothing about shipping. Step two collected address and delivery details but defaulted to a paid option with free alternatives below the fold. Step three presented ten payment methods across four categories, with surcharges shown only on selection. Buyers who never hit a surprise cost completed. Buyers who did, dropped. The redesign fixes all three.
Email — and shipping costs upfront
The redesigned entry step shows shipping costs and a delivery promise in the order summary from the first moment. Free shipping confirmed before the buyer has committed to anything. Trust signals persistent in the sidebar throughout. Guest checkout is the clear default — enter an email, proceed. No login prompt competing for attention.
Delivery — every option priced, free options labelled
The address form is simplified. The Voortman Select priority-packing upsell is repositioned as an opt-in rather than a default. All delivery options are visible with their costs shown clearly: free options labelled green, paid options labelled with exact prices. No defaults that cost money without the buyer noticing. Same logic across viewports.
Payment — three groups, no surprises
Ten payment methods reorganised into three clear groups. Pay now (iDEAL, credit card — both free). Pay later (Klarna, Riverty, with surcharges labelled as percentages upfront). Pay in installments (Klarna in 3, Pay in 3, with exact euro costs shown before selection). No green labels on options that cost money. The buyer knows exactly what they're choosing and what it costs before they choose.
Confirmation — clean
The order is placed. The next useful action — creating an account for easier future ordering — is offered once, gently, at exactly the right moment. Feedback prompt included. No clutter.
The full mobile flow
HansVoortman's primary buyers are iOS users and mobile already outperforms desktop. Every step of the new checkout was designed for a phone first, then scaled up.
What this shows
Research without action is just a report. This engagement went further.
The data identified where the money was going. The redesign shows exactly how to stop losing it. Every decision in the new checkout traces back to a specific finding — a drop in the funnel, a pattern in the session recordings, a benchmark that wasn't being met.
That's the difference between knowing you have a problem and knowing how to fix it.
Want to know what your store's data is hiding?
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