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AXIS Store Website
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AXIS Store Website

Industry

Telco

Client

AXIS

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About

Optimizing the checkout experience to increase successful transaction completion.

Services
  • CRO (A/B Testing)
  • UI/UX Design
  • Creative Direction
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BACKGROUND

Improving a critical step in checkout flow to ensure purchases reach completion

AXIS Store is a digital platform that provides a convenient way to purchase SIM cards and eSIMs online. To improve the product shopping experience, AXIS partnered with us to optimize critical steps within the checkout process.
One of these steps is the Waiting Payment page, a decisive point between initiating a transaction and completing it successfully. Enhacing its usability was crucial to maintaining user confidence, reducing friction, and delivering a positive overall experience for customers navigating the purchase flow.
CHALLENGE

Reducing friction that limited successful payment completion.

The primary challenge lay in the low conversion rate on the Waiting Payment page. While users reached this step after initiating a purchase, only a small percentage successfully complete their transactions.
This indicated potential friction in the process, such as unclear instructions, delayed payment confirmation, or insufficient feedback on transaction status. Addressing these pain points is crucial to increase the total number of successfully paid transactions, improve user trust, and optimize revenue from the platform.
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FRICTION POINT ANALYSIS

Identifying usability barriers that impacted user decision-making.

When reviewing the original Waiting Payment page, we identified several usability issues that were introducing friction at a critical step in the payment process. The page presented too much secondary information upfront, making it harder for users to quickly understand what action to take.
Most importantly, the virtual account code, the key detail needed to complete the payment was placed too far down the page, requiring users to scroll before accessing it. This layout created unnecessary delays and increased the likelihood of confusion or drop-off.
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CONVERSION IMPROVEMENT APPROACH

Redesigning the experience to prioritize clarity, focus, and faster action.

To address these challenges, we carried out a comprehensive redesign focused on improving clarity and reducing cognitive load. We streamlined and prioritized only the essential information, removing elements that didn’t directly support the task.
The virtual account code was moved to the top of the page, ensuring it becomes immediately visible upon landing. We also enhanced the visual hierarchy by refining layout structure, spacing, and emphasis, and clarified the payment CTA to guide users more confidently toward the next step.
RESULTS

A clearer payment flow led to higher transaction completion.

To understand whether these improvements would have a measurable impact, we conducted an A/B test using our in-house A/B testing tool. We delivered the redesigned Waiting Payment page to 50% of users, while the remaining 50% continued to see the original version as a control group.
This allowed us to directly compare user behavior and evaluate the redesign’s effectiveness in a real environment. The results showed that the redesigned page provided a more focused, intuitive, and efficient payment experience.
IMPACTS

+16.67%

increase in paid transaction completion.