Tractor At Home

#The Challenge

Tractor At Home was losing customers at checkout. The meal selection flow was confusing, the site was slow, and the checkout had too many steps. They needed someone to fix the conversion funnel without breaking what was working.

#The Approach

I started by mapping the existing checkout flow and identifying drop-off points. The data showed customers were abandoning at meal selection and again at payment. The site was also built on Gatsby, which was causing performance issues.

Key decisions:

• Migrated from Gatsby to Next.js for better performance and SEO
• Redesigned checkout as a single, simpler flow
• Used Tailwind CSS for rapid iteration on UI changes

#What I Built

• Meal selection flow that lets customers build their order intuitively
• Simpler checkout that reduced steps from 5 to 3
• Preference system that remembers customer choices
• Performance optimizations that cut page load times by 40%

#The Results

Conversions increased 15% after the redesign. The checkout flow went from a complaint generator to something customers actually praised. The Next.js migration also improved SEO, which helped with organic discovery.

The site now handles peak ordering periods without performance issues.