The One Screen That Was Costing Potential Customers

A market-leading consumer platform noticed that users with strong purchase intent abandoned the app at a specific point in user journey. Analysis revealed a single page where the majority of drop-offs occurred, but the team assumed this drop off as a lack of strong buying intent.

The challenge was that this page collected critical information the business needed to deliver its service. However, for customers, it disconnected from the value they were trying to achieve. As a result, many exited the journey before completing the process, leading to lost conversions despite high buying intent.

The issue was never a lack of buying intent. Customers wanted the service, they simply struggled with how the platform was asking for the information it needed. We identified the specific screen where the highest customer drop-off was occurring and analysed the possible behavioural triggers behind it.

To address this, we redesigned the experience by adding contextual explanations in the brand’s own language, clearly communicating why the information was required and how it would be used. This helped make the request feel more transparent and purposeful rather than intrusive or unnecessary.

We then extended the analysis beyond the identified screen, reviewing similar information-request pages across the app and studying customer behaviour at each stage.

The proposed interventions projected a 22% reduction drop-offs, driven purely by improvements to the digital product experience.