The customer
A growing business with a specific customer question.
A growing D2C business needed to understand why motivated shoppers were leaving product, cart, and checkout journeys before completing a purchase.
The team connected page engagement, technical failures, and real-user performance to revenue outcomes instead of treating each issue in isolation.
The challenge
The business problem behind the headline.
A checkout drop does not automatically mean demand disappeared. A shopper may have missed an important action, hesitated over a subscription or delivery choice, reached an empty cart state, encountered a payment or request failure, or waited through a slow page.
The team must separate customer choice from preventable experience failure and connect the affected behaviour to revenue before deciding what to change.
Inside the workflow
See where attention and action diverge
Heatmaps · Product detail
Illustrative Cxorbi product view
Exposure
High
Interaction
Low
Hesitation
Elevated
Inside the workflow
Follow a broken path from cart to checkout
Journey Analysis · Checkout
Illustrative Cxorbi product view
Cart to purchase journey
All devices · New customers
Step 1
Step 2
Step 3
Step 4
Experience issue detected
Unexpected empty cart state
Affected sessions cluster before the checkout step and include a failed cart request.
Investigate with
12 related replays
Error and device context attached
Inside the workflow
Monitor experience quality with business context
Web Performance · Overview
Illustrative Cxorbi product view
2.1 s
Good
184 ms
Good
0.08
Good
Experience trend
p75 · Mobile
Business impact
Conversion context
Compare fast and slow cohorts without leaving the performance view.
The approach
From customer signal to a measurable decision.
- 1
Use funnel analytics to locate the step, segment, device, or browser where exits increase.
- 2
Inspect errors and failed requests to determine whether a technical problem interrupted the journey.
- 3
Review real-user performance to see whether speed, responsiveness, or layout stability contributed.
- 4
Open affected session replays and heatmaps to understand what customers actually experienced.
- 5
Ask a focused in-flow question when behaviour alone cannot explain the hesitation.
- 6
Measure conversion, revenue, and digital-quality outcomes before and after the change.
The results
Revenue improved across the customer journey.
After prioritizing the highest-impact journey friction, the team improved website revenue, desktop checkout conversion, revenue per visitor, and exit rate.
- Website revenue increased by 20% after the highest-impact experience friction was addressed.
- Desktop checkout conversion increased by 16% as more motivated shoppers completed the journey.
- Revenue per visitor increased by 53.37%, while exit rate fell by 35.12%.