The UX of Buying: Simplifying the Buy Page Experience
The buy page is one of the most critical moments in any customer journey. It’s where interest turns into commitment, and it’s often where businesses lose potential customers. Even the most beautifully designed marketing funnel can fail if the purchase experience creates friction, confusion, or mistrust. At Maxon, we recognized that our Buy Page was one of those bottlenecks. Despite strong interest in our products, too many customers were dropping off at the final step. The challenge was clear: how could we redesign the buy page to improve clarity, build trust, and increase completed purchases?
The buy page is one of the most critical moments in any customer journey. It’s where interest turns into commitment, and it’s often where businesses lose potential customers. Even the most beautifully designed marketing funnel can fail if the purchase experience creates friction, confusion, or mistrust. At Maxon, we recognized that our Buy Page was one of those bottlenecks. Despite strong interest in our products, too many customers were dropping off at the final step. The challenge was clear: how could we redesign the buy page to improve clarity, build trust, and increase completed purchases?
The Problem: Drop-offs at Checkout
Our research revealed a series of pain points:
Pricing felt unclear, with discounts and offers buried in small print.
Payment options weren’t surfaced intuitively, leading to hesitation.
Trust signals (security, customer support, refund guarantees) were weak or absent.
The overall layout was cluttered, overwhelming users at a crucial decision point.
The result? Customers second-guessed their purchases—and too often abandoned them entirely.
Research and Insights
We combined quantitative analytics (drop-off data at specific steps) with qualitative feedback from customer support logs and interviews.
Three key insights emerged:
Clarity drives confidence. Customers need transparent pricing and upfront explanations of terms.
Trust reduces hesitation. Visible signals like secure payment icons and refund policies reassure buyers.
Simplicity matters most at the finish line. The fewer distractions at checkout, the higher the conversion rate.
The Solution: A Simplified Buy Page
We reframed the buy page around clarity, simplicity, and trust:
Streamlined Layout: Reduced visual clutter by focusing on core actions (select product, review price, confirm payment).
Transparent Pricing: Clear display of total cost, discounts, and subscription terms before proceeding.
Trust Signals: Added secure payment icons, concise refund policy links, and support availability.
Guided Flow: Improved button hierarchy and copy to reduce hesitation and guide users toward completion.
Results
Once live, the redesigned buy page delivered tangible improvements:
↑ 22% increase in completed purchases, showing customers were more confident finishing the process.
↓ 35% reduction in drop-offs during the payment step, driven by clearer pricing and stronger trust signals.
These outcomes proved that UX at checkout isn’t cosmetic—it directly impacts revenue.
Reflections on Design Leadership
As Lead UX Designer, my role was to:
Frame the problem in business terms: conversions and revenue.
Translate user feedback into actionable design strategies.
Collaborate with developers and marketing to ensure copy, design, and systems worked seamlessly.
Validate improvements through usability testing and data monitoring post-launch.
Lessons for Designers
The Buy Page project reinforced an important principle: conversion is a design problem, not just a marketing one.
Customers don’t want surprises—they want clarity.
A trusted interface encourages action.
Small design decisions in pricing layout, trust signals, and copy can deliver dramatic business results.
By simplifying the buy page, we didn’t just make the interface prettier—we made it profitable. This project is a reminder that the best design work sits at the intersection of user confidence and business growth.