Recovering lost sales.
WHERE CUSTOMERS LEAVE
Before starting, because of cost or trust During the payment flow, from friction At authentication, from failure or confusion After failure, with no retry offered
WHAT TO FIX FIRST
Unexpected charges appearing late.
WHY
It is the most common cause, and the easiest to fix.
WHAT TO SHOW EARLY
Total cost, including delivery and any fees.
WHAT REDUCES FRICTION
Fewer fields No forced account creation Preferred method visible immediately Working well on a modest phone
WHY THAT LAST POINT MATTERS MOST HERE
Most customers are on mobile data, on mid-range devices.
WHAT TO TEST
The whole flow, on such a device, on mobile data.
WHAT TO DO AFTER A FAILURE
Explain plainly Offer retry Offer an alternative method Preserve the order
WHY PRESERVING THE ORDER
Making the customer rebuild the basket loses most of them.
WHAT TO FOLLOW UP
Abandoned payments, with a link to complete.
WHAT TO MEASURE
Completion rate at each step, per method and device.
WHAT TO INVESTIGATE
Any step losing a large proportion.
