+22% completed orders
How simplifying checkout and surfacing free shipping lifted ThreadLine's completed orders by 22% in 18 days.
+22%
Order completion lift
28%
Before
34.2%
After
18 days
Time to result
+42%
Mobile lift
+18%
AOV increase
The challenge
ThreadLine is a women's fashion DTC brand ($5-15M revenue). Cart abandonment sat at 72%. Checkout had 11 form fields, forced account creation, and no express payment on mobile.
72%
Cart abandonment
35%
Mobile-desktop gap
What the AI found
Grona benchmarked ThreadLine's checkout against industry standards and top-performing competitors.
Free shipping invisible during buying journey
48% of cart abandonments are caused by unexpected extra costs. ThreadLine's shipping was invisible.
Forced account creation as checkout default
Every top-converting fashion competitor offered guest checkout prominently.
57% more form fields than benchmark
11 fields vs the 7-field checkout that performs best in fashion e-commerce.
No express payment on mobile
Mobile users had no Apple Pay or Google Pay, explaining a 35% gap vs desktop.
Four changes, one snippet
No full checkout rebuild required. No developer sprint needed.
No shipping visibility → Dynamic free shipping progress bar on product pages and cart
Forced account creation → Guest checkout as default, account creation offered post-purchase
11 checkout fields → 7 fields (removed phone, combined billing/shipping)
No express payment → Apple Pay and Google Pay above the form on mobile
From URL paste to winner in 18 days
Day 1-2
Research
AI benchmarked checkout against competitors.
Day 3-5
Create variants
Four checkout changes via chat.
Day 6
Deploy test
One snippet. Auto traffic split.
Day 18
Winner found
+22% completed orders. Significant.
The results
Measured over 18 days. Zero additional ad spend.
Before
28%
After
34.2%
of carts completed
-8.6%
Cart abandonment (72%→65.8%)
+42%
Mobile conversion (1.2%→1.7%)
+18%
AOV ($67→$79)
18 days
To winner
“
We thought we needed a full checkout rebuild. Turns out, four targeted changes did more than a six-month redesign project ever would have.
Key takeaways
Surfacing existing offers beats creating new ones.
ThreadLine already had free shipping. They just hid it.
Guest checkout should be the default.
Forced account creation is a top reason shoppers abandon carts.
Incremental testing beats full redesigns.
Four small changes outperformed a six-month rebuild.
Free shipping progress bar drove unexpected AOV lift.
Customers added items to hit the threshold.
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Results based on documented optimization patterns across multiple client engagements. Names and identifying details have been changed.