As the Lead Investigator on a two-week, cross-functional project with Data Science , I conducted a UXR study to address a low 30% checkout conversion rate that was negatively impacting ad revenue.

• Problem: Buyers were entering the checkout funnel but not completing purchases at a high rate.

• Method: I used on-platform surveys to analyze the "why" behind two distinct behaviors: "checkout bounce" (leaving immediately) and "checkout abandonment" (leaving after entering some information).

• Findings: The study found that users left primarily because they were "unsure of purchase" (still considering the product or price) or were actively searching for promo codes.

• Impact: I presented these findings and a list of recommendations to the executive team. The resulting A/B tests and product changes (like surfacing promo codes in-cart and improving product comparisons) successfully increased the conversion rate from 30% to 45%. This work demonstrated increased ad and service fee revenue and secured cross-functional support to staff the team.

Link to deck here: Please contact me at dtbyrd@gmail.com for access