01Trust is operational
A customer who receives an out-of-stock apology after paying does not come back. Accurate availability, honest delivery windows and reliable status updates convert better than any redesign.
These are systems problems: inventory sync latency, courier integration, notification reliability. They rarely appear in a marketing audit.
02Payments fail more than you think
Card declines, 3-D Secure drop-offs and unsupported local methods quietly remove a slice of revenue every day. Instrument the checkout so each failure reason is visible.
Offering the payment methods your market actually uses often beats months of front-end optimisation.
03Recovery flows earn their keep
Abandoned checkout follow-up on the channel the customer prefers, retry logic on failed payments and a simple reorder path recover revenue that already asked to be spent.
Automate them, but keep frequency caps. Recovery that feels like harassment costs more than the order.
04Measure the funnel end to end
Track from product view to delivered order, including post-purchase support load. Optimising a step in isolation usually moves the problem rather than removing it.