About Northerner
Northerner is part of the Haypp Group, a global leader in smokeless tobacco and oral nicotine products, with eCommerce stores across the US, UK, and Germany. The business operates in a highly regulated environment, where age verification, tax calculation, and compliance requirements add complexity to every step of the purchase journey; therefore, checkout performance has a direct impact on revenue and growth.
Problem
Revenue growth was constrained by checkout friction in a high-compliance environment, where errors and complexity are directly translated into lost conversions.
The checkout experience introduced unnecessary friction for Northerner’s customers. Regulatory requirements, form complexity, and usability issues created costly drop-off points. Internal teams could see the impact in metrics, but without a systematic approach, fixes were incremental and slow, leaving meaningful revenue on the table.
The issues showed up as:
- High checkout error rates driven by complex validation and form behavior
- Drop-offs caused by unclear steps and unnecessary friction in the purchase flow
- Compliance requirements increasing checkout complexity without sufficient UX support
- Limited visibility into where and why users abandoned checkout
- Revenue leakage growing as traffic and order volume increased.
Solution
Checkout-focused analysis and prioritization
We conducted heuristic evaluation and quantitative data analysis to identify the most impactful checkout failure points and establish a clear priority order based on revenue impact rather than surface-level UX issues.
Data-backed checkout redesign
Checkout wireframes were redesigned using quantitative funnel data and qualitative research. Our focus was on clarity, visual hierarchy, and reducing cognitive load while preserving all regulatory and compliance requirements.
Form simplification and error reduction
Unnecessary fields were removed from forms, improving input behavior and refining validation logic to reduce errors. Autocomplete, optimized keyboards, and clearer feedback helped users complete checkout without friction.
Security and trust reinforcement
Checkout design emphasized security cues and reassurance, critical in a regulated category, helping users feel confident completing purchases rather than abandoning late in the funnel.
Controlled launch
Changes were implemented and measured against baseline performance, allowing the team to attribute improvements directly to checkout fixes and validate revenue impact before further rollout.
Outcome
- Up to $475,000 in projected additional annual revenue attributed to checkout fixes.
- Measured improvements after a successful checkout implementation:
- +12% checkout conversion rate in the first eight weeks after launch
- +18% transactions
- +38.5% revenue
- -61.7% checkout errors.
- Checkout optimizations paid for themselves within the first year, with a projected ROI exceeding 4,000%.
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