Tell me a specific case: data collection, requirements writing, result?

In one of my projects, I needed to improve the conversion rate on the checkout page. To do this, I collected user behavior data using Google Analytics and heatmaps (Hotjar). The analysis showed that many users leave the page at the delivery method selection stage.

Then, I conducted user interviews and gathered their feedback to understand the reasons. Based on this data, I wrote requirements for the development team: simplify the delivery selection, add hints, and improve visual design.

As a result, after implementing the changes, the conversion rate increased by 15%, and the number of support inquiries regarding delivery decreased.