Sonco Safety Marketplace
Challenge
SONCO's B2B buyers abandoned checkout at 93% due to hidden shipping costs and a lengthy 4-step process. The goal was to boost conversion and reduce purchase time without increasing traffic spend.
Approach
I conducted a UX audit using analytics and session recordings, then streamlined the cart and checkout process to enhance cost visibility and reduce steps. The flow was cut from four pages to two, with shipping costs shown upfront and auto-advancing for single shipping options.
Increase in conversion rate
37.5%
Checkout time reduction
33%
Company
SONCO is a US-based company that specializes in perimeter protection and safety barriers for construction sites, serving contractors and construction companies through their B2B e-commerce platform.
My Role
Staff Product Designer
Timeline
4 months
Year
2025
Scope
Research, Wireframes, UI Design
Session recordings revealed drop-offs at the login stage before shipping costs were visible. To address this, I displayed shipping costs upfront, reduced the process from four to two pages, and implemented auto-advance for single shipping options. Guest Checkout and Save for Later were considered but not prioritized due to constraints.
SONCO didn’t operate with Scrum squads, so I kept weekly check-ins through delivery, validating one flow at a time with engineering, content, and QA to maintain quality.
The rollout delivered a 37.5% conversion lift (0.8% → 1.1%) and a 33% faster checkout completion within six months, and it also exposed shipping-calculation limitations that triggered a follow-up initiative to improve the shipping tool.
