Book Your Call
One call. Clear direction. Faster execution.
How a SaaS company lifted checkout completion from 41% to 72%.
Buyers who had already decided to purchase were leaving at the last step, confused by seven plans and a five-page checkout. Skillfi's fractional CXO simplified the choice, answered buyers' questions on the page and rebuilt checkout around how people actually buy. It's how our fractional CXO service works: experiences that keep customers coming back.
Buyers made up their minds, then gave up at checkout.
The company sells accounting software to small businesses, almost entirely online with no sales team. Marketing was bringing in plenty of buyers, but more than half of everyone who started checkout never finished.
The pricing page showed seven plans and four add-ons, with the yearly discount hidden behind a toggle. Checkout ran across five pages, forced buyers to create an account before seeing the total and added tax only at the very end. On mobile, the payment form barely worked. Support spent hours every week answering the same pricing questions.
We were paying to bring buyers all the way to the till, then losing them at the last step.
Head of Growth, client
Make the choice simple and the purchase effortless.
Our fractional CXO started by watching real buyers and asking those who left why they stopped. The new plan structure was shaped with fractional GTM input on pricing.
Three clear plans
Seven plans and four add-ons folded into Starter, Growth and Pro, each named for the kind of business it suits, with the most popular plan highlighted.
Answers before buyers ask
A side-by-side comparison table, the yearly saving shown upfront and an FAQ covering the eight questions buyers asked most.
A one-page checkout
The full price including tax shown upfront, account creation after payment, digital wallets, a mobile-friendly form and clear trust signals.
4 months, step by step
From a confusing pricing page to a checkout buyers actually finish. Here's how the engagement unfolded.
- Week 1–3Top 8 blockers
Buyer research
2,000 recorded sessions reviewed, 12 buyers interviewed and a survey sent to everyone who abandoned checkout.
- Week 3–57 → 3 plans
New plan structure
Plans simplified to three tiers, with add-ons built in and current customers' plans mapped across fairly.
- Week 5–8New pricing page
Pricing page redesign
Plan cards, comparison table, yearly savings and FAQ designed, written and tested with buyers.
- Week 7–115 → 1 page
One-page checkout
Checkout rebuilt with the product team, from five pages to one, working smoothly on mobile.
- Week 11–14Winner confirmed
Test & launch
Old and new versions tested side by side with live buyers before switching everyone over.
- Week 15–1772% completion
Fine-tune
Follow-up tests on plan names, button wording and FAQ order to squeeze out the last friction.
From pricing page to paid
Four steps that take a buyer from comparing plans to a confirmed purchase, with nothing to slow them down.
An easy decision
- 3 clear plans
- Most popular highlighted
- Yearly saving upfront
Every question answered
- Side-by-side table
- Top 8 FAQs
- Real customer quotes
One page, no surprises
- Full price with tax
- Wallets & cards
- Works on any phone
Straight into the product
- Account set up after payment
- Instant welcome email
- Guided first steps
Four months after launch
Buyers who finish checkout
With the same marketing spend bringing buyers in.
We didn't need more traffic. We needed buyers to understand our plans and pay without friction. Same visitors, far more customers, on bigger plans.
Head of Growth, clientLosing buyers at the last step?
Our fractional CXO will study how your buyers decide, simplify your plans and pricing page and rebuild checkout so more of them finish. Want help setting the right prices too? Add fractional GTM.
- Buyer research & drop-off analysis
- A simpler plan structure
- A pricing page that answers questions
- A fast, mobile-friendly checkout
30 minutes. No obligation.
Related Case Studies