Data & Insights
Optimizing Checkout to Increase Conversions for a B2B eCommerce Company
A leading provider of B2B custom labeling solutions launched a newly designed eCommerce website featuring enhanced category and product pages. The objective was to improve the user experience, increase conversions, and drive higher transaction volumes by streamlining the digital sales funnel for corporate buyers and procurement teams.
The Challenge
Despite a strategic website redesign, the organization did not see the expected lift in transaction volume. The site looked modern and intuitive, but users were still abandoning purchases due to friction in the checkout process. As a B2B eCommerce company, they needed a buying experience that aligned with complex purchasing behaviors. Marcel Digital was brought in to uncover the root causes of drop-off and identify opportunities for conversion rate optimization (CRO).
Checkout Friction Leading to Abandoned Purchases
Users encountered barriers in the final steps of the buying process, preventing conversions despite strong initial engagement.
Mismatch Between Buyer Needs and User Experience
The redesigned site did not fully account for the unique decision-making patterns of B2B buyers.
Lack of Insight Into Conversion Barriers
The organization needed a deeper understanding of where and why users were dropping off in order to improve sales performance.
The Analysis
Marcel Digital’s CRO and UX specialists conducted an in-depth behavioral audit using Hotjar and Clicktale, reviewing heatmaps, click data, and session recordings to understand how buyers interacted with the checkout flow. The insights revealed that even high-intent users, with full carts, were abandoning their purchases at the final stage.
Uncovering Buyer Hesitation at Checkout
Behavioral data showed that high-value B2B buyers frequently paused or hesitated before completing their orders, signaling uncertainty or friction in the process.
Identifying Navigational Distractions
Heatmaps and session recordings revealed that users were hovering over and interacting with top navigation elements during checkout - an unexpected behavior at a critical point in the funnel.
Detecting Drop-Offs Caused by Checkout Exits
Click patterns showed buyers were actively leaving the checkout experience through navigation buttons, confirming that distractions were pulling users away at the exact moment conversion should occur.
The Solution
To eliminate friction and improve checkout, Marcel Digital implemented a distraction-free process that kept users focused on completing transactions. Key optimizations included:
Removing the top navigation menu
on checkout pages to minimize distractions
Simplifying checkout steps
to reduce unnecessary actions
Running an A/B test
where 50% of users experienced the original flow and 50% used the optimized version
The Results
The CRO updates delivered immediate and measurable improvements:
72% increase in conversion rate
38% increase in transactions
Beyond the short-term revenue lift, these optimizations provided lasting value by streamlining the eCommerce pipeline, improving lead generation, and enhancing efficiency in digital sales strategy.
