Retail & E-commerceBrightline Retail12 weeks
Rebuilding checkout for a 34% conversion lift
A mid-market retailer's legacy storefront was bleeding revenue at checkout. We rebuilt the platform on modern architecture and moved conversion from 1.9% to 2.5% within a quarter.
- checkout conversion, up from 1.9%
- 2.5%
- cart abandonment rate
- 74% → 58%
- initial page load, down from 6+s
- 1.5s
The Challenge
- Brightline's storefront ran on a ten-year-old platform: page loads of 6+ seconds, a five-step checkout, and no mobile payment options.
- Cart abandonment sat at 74%, and the checkout page had the single worst drop-off — 41% of shoppers who reached it never completed.
- The platform team was spending 80% of its time on maintenance, leaving zero capacity for the growth roadmap.
The Solution
- Replaced the storefront with a headless Next.js build served from a global edge, cutting initial load to under 1.5 seconds.
- Redesigned checkout into three steps with guest checkout, address autocomplete, and Apple Pay / Google Pay as first-class options.
- Added shipping cost transparency on the cart page and retry logic on payment failures.
- Instrumented every funnel step so optimization became a data exercise, not a guessing game.
“Falcon didn't just rebuild our store — they rebuilt our revenue trajectory. The numbers they projected in the proposal were the numbers we saw in production.”
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