Conversion · Techjockey · Shipped · 4 min read
Checkout redesign: 12 steps to 3
How do you get more software buyers who click Buy Now to actually pay?
I rebuilt Techjockey's Buy Now checkout from 12 steps into a 3-step flow (choose a plan → account → payment) that skips any step a buyer doesn't need. In 2024 the new flow was A/B tested as Quick Checkout and scaled with Buy-Now-first product pages and campaigns. Monthly transactions grew 80×, from about 50 to more than 4,000, adding ₹4 Cr in incremental GMV.
At a glance
- Monthly transactions, ~50 → 4,000+
- 80×
- Incremental GMV
- ₹4 Cr
- Checkout steps
- 12 → 3
- Role
- Product Manager · User pod lead
- Context
- Shipped at Techjockey
- Format
- 2022 spec → 2024 experiment · desktop + mobile web
- Stack
- GA4 · Hotjar · Microsoft Clarity · Figma · Zeplin · Jira · A/B testing
The problem
Techjockey sells software as well as listing it, so a buyer who clicks Buy Now should be able to pay without talking to anyone. In practice, the old checkout took 12 steps and buyers dropped out along the way. Monthly transactions sat at about 50. The goal was simple: more buyers who click Buy Now should finish paying.
How I made the call
Six stages, from the first evidence to the result. The schematics are illustrative; every number on them is real.
The new 3-step Buy Now flow
Clicking Buy Now on any software product, from the home, category or product page, opens a dedicated checkout page on desktop and mobile web. Each step appears only when the buyer actually needs it.
1 · Choose a plan
Shown only when the product has more than one plan: up to 3 plans side by side on desktop and 1 at a time on mobile, with the rest a scroll away. Single-plan products skip this step.
2 · My account
The existing login and sign-up, unchanged, now with an address field. The address is saved to the buyer's profile and the chosen plan stays visible alongside. Buyers who are already logged in skip this step.
3 · Payment
The existing payment flow, unchanged. The order summary lists everything in the cart. Buyers can untick items to leave them out of this purchase (they stay in the cart) and the total updates. Coupon codes work as before.
After payment · Address
Billing and shipping details come pre-filled from sign-up. A saved address is selected automatically, and "same as billing" copies everything across.
What shipped around the flow in 2024
- Quick Checkout — the new flow, A/B tested against the existing flow; a load-time issue in the new flow was found and fixed in August 2024.
- Buy-Now-first product pages — on selected high-intent products, other CTAs were removed so Buy Now was the only next step.
- Price and affordability — price shown clearly in the first fold of the product page, plus an affordability widget.
- Antivirus campaigns — Buy Now campaigns, each with its own landing page, emailers and social creatives pointing straight into the flow.
- Instant licence delivery — antivirus licences delivered to the customer right after purchase.
Rollout & hardening
- Shipped on desktop and mobile web, with separate designs for every state: choose a plan, login/sign-up, sign-up with address, payment, multiple products in the cart, saved address, and same or separate billing and shipping.
- In 2023, fixed flow bugs, pulled Buy Now data to audit the funnel, and removed competing CTAs on selected product pages so Buy Now was the single next step.
- After launch, some orders were saved without a billing or a shipping address. The fix shows both, selects the default address automatically and lets each one be edited on its own.
- Pulled Buy Now data to check that nobody could get through the flow without OTP verification.
What I took away
The redesign was mostly subtraction: screens that didn't apply to this buyer, and address forms that sat in front of paying. Keeping login and payment untouched kept the riskiest systems out of scope, which is what made a full flow rebuild practical to ship.
Want to talk through this?