E-commerce conversion audit: where do buyers stop?

Instrument the journey

Define observable steps: product view, add to cart, begin checkout, and confirmed order. Ensure a purchase event is not sent before an order exists. Segment cautiously by device, source, and category while respecting sample size and privacy.

Complete the task yourself

Place an order on an ordinary phone and connection. Is the total and delivery cost clear? Can you find the add-to-cart action? Does the cart survive navigation? Read payment failures and customer-support questions. A button color is rarely the whole explanation for lost orders.

Prioritize repairs

Fix blockers first, then unclear product or delivery information, then smaller experiments. Record a hypothesis and measure for each change, comparing comparable periods rather than claiming an uplift from noise. Sometimes the answer is a change to the store architecture, not more advertising.