Checkout Conversion Audit — 12 Leaks We Check First
Measure the funnel first
Instrument checkout step-by-step before changing anything: cart→details→shipping→payment→success drop-offs per method. One segment (often UPI failures or address friction) usually dominates — fix in impact order, not opinion order.
The big twelve
Guest checkout default, UPI first for Indian buyers, saved instruments for repeats, address autocomplete + validation, pincodes serviceability checks upfront, COD with verification (not blind), EMI visibility on PDPs, trust badges near pay buttons, progress indicators, error messages that suggest fixes, one-tap retry preserving carts, and post-payment confirmation with tracking.
Trust placement matters
COD availability, return policy, and support contact must be visible before the pay button — Indian buyers abandon when risk feels unaddressed. Move reassurance up; bury it and watch 5–10% leak.
Instrument, change, measure
A/B each fix with revenue-per-session as the north star, not click-through. Most audits recover 10–25% of checkout revenue within a quarter — documented before/after, not vibes.
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Written by Commerce Specialist
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