A UK-based security training provider, Get Licensed, offers SIA security courses with a multi-step booking funnel. While traffic and engagement were strong, drop-offs at checkout were high, and upsells weren’t performing as expected.
Challenges identification
- Cognitive Load: A lot of data is displayed in the search results, with one card occupying the entire fold.
- Cluttered ui: Getign rage clicks on varios points.
- Filters were underutilized, making it harder for users to refine their searches.
- Cart Abandonment: Users were dropping off at various stages, especially at payment.
- First Aid Add-on Opt-out: 20% of users were skipping this step.
- Low Conversion for Add-ons: Additional course add-ons under £30 had low uptake.
- Bronze Package Overload: A high percentage of customers chose the cheapest package.
- Last-Minute Hesitation: Some users hesitated at checkout due to uncertainty.
Enhanced experiance implementation
✅ Reducing Decision Paralysis by simplifing First Aid Add-on Decision:
✔ Instead of a generic upsell, it showed a brief, clear explanation of why First Aid is required for jobs.
✔ If users clicked "Skip," a soft confirmation prompt asked: "Are you sure? Not having this may delay your job start."
Impact: Reduced opt-outs from 20% to 12%.
✅ Trust Signals During Checkout
✔ Live chat support added on checkout pages.
✔ Displayed Trustpilot reviews and success stories during payment.
✔ Highlighted secure payment badges (PayPal, Klarna).
✅ Emphasizing the Gold Package (70% Preference)
✔ Added a ‘Most Popular’ badge to the Gold package.
✔ Designed a declutered and less branded element cards layout.
✔ Comparison chart showing why Gold is the best value (free resits, rescheduling).
Impact: Increased Gold package selection by 15%.
✅ Improved Filters & Sorting
✔ Made filters more visible (location, date, price, course type).
✔ Introduced a "Recommended for You" filter, ranking courses by relevance.
✔ Allowed users to sort by price, soonest availability, and popularity.
Key impact areas that results high converting checkouts:
- Used hierarchy & highlights → Make the best option obvious.
- Reduced friction → Auto-fill forms, one-tap payments.
- Guide users subtly → Soft confirmation prompts for key decisions.
- Build trust → Social proof & secure payment reassurance.
- Encourage urgency without pressure → Timers & real-time availability.
