Research recipe
Checkout & Cart Optimisation
The problem, in the customer's voice
What this recipe does
Shoppers add items to the basket and then leave before paying, and the team can't see what tips them out. Start broad to find where value leaks. Analytics shows which checkout steps lose the most people, while session recordings and heatmaps show what those people actually do at the moment they drop. Then focus in on the payment and address fields with form analytics, and ask leavers why with an exit poll. Finish by validating a reworked flow in remote usability sessions before it goes near a build, so several independent signals point at the same fix.
The method sequence
Explore
Find which steps lose the most people, and watch what they do at the moment they drop.
Focus
Zoom into the payment and address fields, and ask leavers why.
Validate
Prove the reworked flow with observed tasks and a live test.
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