Our client is a leading manufacturer and distributor of pipe fittings. They offer hundreds of products, each of which can be customized to client specifications. In an effort to grow sales and reduce operational costs, our client built an online B2B store for its customers.

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When creating the checkout page of their online store, our client wanted to allow customers to select their preferred warehouse and shipping address for each product in an order. Customers were required to fill multiple forms on the checkout page to customize shipment details. The result was a lengthy and complex checkout experience leading to cart abandonment at a crucial point in the conversion journey.

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RhymeCommerce conducted a design audit and user journey mapping to understand buyer needs. By allowing customers to select their preferred warehouse for each product, but limiting their order to one shipping address, the checkout process could be streamlined while providing buyers the valued warehouse selection feature.

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Using buyer data, a default warehouse was auto-selected for each product based on the customer’s previous orders. The auto-selection eased decision-making fatigue and complexity. If customers wanted to change the pre-selected warehouse, they could open a newly-designed pop-up to override the auto-selection.

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The checkout design was also updated to automatically pre-select the buyer's default address as the shipping address, eliminating the need for manual input. Lastly, the checkout was updated with B2B eCommerce design best practices, such as clear instructions and streamlined steps.

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RhymeCommerce's expertise in B2B eCommerce design, eCommerce technology, and business strategies transformed our client’s checkout, reducing cart abandonment and increasing conversions.