FreshPress Juices

The situation

FreshPress had built a popular cold-pressed juice subscription in London and was expanding nationally. The juices were excellent, the branding was beautiful, and they were driving plenty of traffic to the website. But something was wrong: too many people were adding products to their basket and then leaving without buying.

James, the CEO, was frustrated. He could see people filling their baskets — sometimes with £80+ of products — and then abandoning them. Customer service was getting calls from people who'd tried to order but gave up. The mobile experience was particularly bad, which was a problem because 70% of their traffic came from phones.

What we found

The checkout was a disaster. It worked fine on desktop when the original agency tested it, but on mobile it was nearly unusable. Forms were tiny, buttons were misaligned, and delivery options were confusing. We counted 23 separate fields customers had to complete — many of them unnecessary.

The subscription options were also confusing. FreshPress offered flexible subscriptions, but the way they were presented made customers think they were committing to something they couldn't cancel. Fear of being locked in was stopping people from ordering.

What we did

We rebuilt the checkout from scratch with mobile as the starting point. We reduced the form fields from 23 to 11, added proper mobile input types (so phones would show number keyboards for phone numbers, for example), and made every button large enough to tap easily.

We rewrote the subscription messaging to emphasise flexibility: "Skip, pause, or cancel anytime — no questions asked." We added clear cancellation information right on the checkout page, because hiding it made people suspicious. Transparency increased trust and conversions.

We also added abandoned basket emails — but not pushy ones. Just a simple message the next day asking if they'd had any problems checking out, with a direct link to pick up where they left off.

The results

The number of people who started checkout and actually completed their order increased by 89%. Basket abandonment dropped from over 70% to under 30%. Annual revenue hit £2.4 million. More importantly, customer service stopped getting calls from frustrated people who couldn't figure out how to order.