E-commerce checkout funnel redesign

Company context

Nutri&Co is a French natural supplement brand founded in 2017 and based in Aix-en-Provence. The company sells mainly direct-to-consumer through its PrestaShop online store, with a strong focus on conversion rate optimization.

Problem

The legacy multi-step checkout generated significant friction: high cart abandonment, a lengthy ordering process and a conversion rate below the marketing team's targets.

Solution

I led a complete redesign of the checkout into a single-page flow on PrestaShop:

• Reduced the number of validation steps.
• Grouped essential information (shipping, payment, summary) on one page.
• Simplified form fields to reduce unnecessary input.
• Optimized the mobile experience.

Results

• Significant reduction in cart abandonment.
• Measurable improvement in conversion rate.
• Faster and smoother ordering journey.

Team & methodology

• 5-person product team: 2 developers, 1 product owner, 1 designer and 1 marketing expert.
• Agile methodology (Scrum) with 2-week sprints.
• Performance tracked through A/B testing and analytics tools.

Tech stack

PrestaShop, PHP, MySQL, JavaScript, jQuery, Sass, Git.