Swoon Editions - freelance UX writer - checkout optimisation

01 — Project details

Swoon's basket and checkout copy needed some love. Could I revamp it?

Yes, I could!

02 — Creative process

With a UX writer's eye, I set to work transforming the buying journey. My aim was to take Swoon's customers from confused to clear - and help Swoon sell more of their gorgeous furniture.

After digging deep into the stats to see where people were dropping out, I replaced unclear and inconsistent copy and confusing error messages with razor-sharp writing designed to convert. 

I also worked with the UX, development and design teams to make sure that customer messages were displayed at the right stage of the journey, in the right position.

All in all, a fun project with great results:

• 12% improvement in conversion

• 11% decrease in abandoned baskets