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3.  Digital commerce & conversion

# Make buying easier.  Fix what stops the sale.

A conversion number hides the work customers are trying to do. We combine behavior, customer questions and product facts to improve search, product evaluation, cart, checkout and account experiences with your product and engineering teams.

[Discuss your store](<https://www.thekeating.co/contact/?source=project&landing_path=%2Fprograms%2Fdigital-commerce%2F&intent=project&cta_page=%2Fprograms%2Fdigital-commerce%2F&cta_placement=hero&program=digital-commerce>)  [See it in action](<https://www.thekeating.co/programs/digital-commerce/#in-practice>)

## Sound familiar?

-   ### Customers cannot find a fit
    
    Queries, filters and product descriptions leave shoppers unsure what to choose.
    
-   ### The funnel changed
    
    Device, market and checkout behavior diverge beneath an aggregate conversion rate.
    
-   ### The roadmap is waiting
    
    Product and engineering teams have known friction but limited capacity to investigate and ship.
    

Best for

Ecommerce and digital-product teams with a complex range, uncertain funnel friction or an experience waiting on delivery capacity.

First step

Bring one buying journey, recent behavior and representative customer questions. We identify the evidence and implementation needed for a useful first change.

Works with

Your commerce platform, analytics, site search, reviews and testing tools.

## Help customers choose, buy and come back.

Illustrative example

### Find where shoppers drop out and what to fix.

Trigger A conversion decline or recurring trading review.

Source

#### What it draws on

-   Funnel events and order outcomes with agreed definitions
-   Device, market and product segments
-   Customer questions, search behavior and available session evidence

What the team sees

A journey finding register Illustrative example

Journey

Finding

Proposed response

Mobile product comparison

Key dimensions hidden below the fold

Test a visible comparison module

International checkout

Shipping availability unclear

Expose eligible delivery before payment

Cart event reporting

Event missing after recent release

Repair measurement and recheck

What you get

Prioritized findings by page, device, market and funnel step.

Measured by

-   Time to locate and explain journey friction
-   Purchase and checkout completion in relevant segments

AI

AI reads customer questions and journey evidence to separate plausible causes of drop-off.

Rules and automation

Event checks confirm the funnel is measured correctly, and segment comparisons show where journeys diverge.

Your team

Your team chooses which fixes and experiments to run and how each one will be judged.

[See the full workflow **Conversion diagnosis**](<https://www.thekeating.co/use-cases/conversion-diagnosis/>)

### Build a shopping assistant that helps customers choose.

Trigger A shopper asks for advice or compares products.

Source

#### What it draws on

-   Approved product facts and compatibility rules
-   Current price, availability and channel eligibility
-   Representative buying questions and customer support boundaries

What the team sees

A grounded shopping conversation Illustrative example

1.  Shopper
    
    I need a washable bag for a weekend trip. Will the compact weekender fit in the cabin?
    
2.  Shopping assistant
    
    Which airline or size limit do you need it to meet? The compact weekender’s approved care record says spot-clean only, so it would not meet your machine-washable requirement.
    
3.  Shopper
    
    Machine washable matters more. Can you suggest an alternative?
    
4.  Shopping assistant
    
    The washable tote is a supported alternative: its approved care record permits machine washing, and the current stock record shows the navy variant available. The stone variant is unavailable. I can show the tote’s dimensions and current price; I would need your airline’s limits before confirming cabin fit.
    

**Grounded in product information**

-   Care instructions and dimensions come from the approved product records.
-   Variant availability and price are checked against the current selling source.
-   Cabin fit remains unconfirmed until the customer supplies the relevant size limit.

What you get

A product-grounded guided-shopping experience with useful next actions.

Measured by

-   Recommendation fit and source accuracy on representative questions
-   Useful customer next actions and assisted purchase completion

AI

AI asks about the shopper’s needs, compares eligible products and explains the recommendation.

Rules and automation

Integrations retrieve approved product facts and current price, stock and channel eligibility.

Your team

Your team defines product claims and service boundaries and handles questions the available evidence cannot answer.

[See the full workflow **Guided shopping**](<https://www.thekeating.co/use-cases/guided-shopping/>)

Illustrative scenario

## A product comparison fails on mobile.

An illustrative journey connects search terms, product questions and a mobile comparison screen.

A product attribute changes. The comparison and assistant answer are refreshed from the approved product record.

The handoff

1.  01
    
    ### Find unanswered buying questions
    
2.  02
    
    ### Verify comparison attributes
    
3.  03
    
    ### Build and test the relevant screen
    
4.  04
    
    ### Check mobile behavior and product grounding
    
5.  05
    
    ### Measure purchase completion and customer feedback
    

## Built around your tools and team.

[How we work together](<https://www.thekeating.co/working-together/>)

-   ### Evidence-led diagnosis
    
    Reconcile analytics definitions and connect observations to customer needs before ranking changes.
    
-   ### Customer-facing capability
    
    Build product-grounded advice, search improvements and decision support into the existing web or app.
    
-   ### Delivery with your team
    
    Work through briefs, implementation, real-case QA and experiment readouts alongside product, design and engineering.
    

## How we’ll know it’s working.

We agree the measures and a baseline before building, then compare like with like after launch.

Sample scorecard Agreed before we build

Measure

Journey completion Compare search success, checkout completion and purchase outcomes in relevant segments.

Answer usefulness Review product accuracy, recommendation fit and useful next actions.

Learning and delivery Track investigation time, experiment throughput and supported impact rather than counting releases alone.

## Connected work.

-   ### AI shopping & agentic commerce
    
    Connect AI discovery, trusted product information and guided shopping as a new growth opportunity.
    
    [AI shopping & agentic commerce](<https://www.thekeating.co/programs/ai-shopping/>)
    
-   ### AI shopping readiness
    
    Products are difficult for shopping agents to find or understand.
    
    [AI shopping readiness](<https://www.thekeating.co/use-cases/ai-shopping-readiness/>)
    
-   ### Promotion orchestration
    
    Offer details and dependencies diverge across teams and channels.
    
    [Promotion orchestration](<https://www.thekeating.co/use-cases/promotion-orchestration/>)
    

More connected work

## Connected initiatives

-   [Connected post-purchase experience](<https://www.thekeating.co/solutions/post-purchase/>)
-   [Customer intelligence into action](<https://www.thekeating.co/use-cases/voice-of-customer-loop/>)

## Related programs

-   [Retention & lifecycle](<https://www.thekeating.co/programs/retention-lifecycle/>)
-   [Customer service & support](<https://www.thekeating.co/programs/customer-operations/>)
-   [Catalog & product information](<https://www.thekeating.co/programs/product-catalog/>)

## Browse by outcome

-   [Convert and retain more customers](<https://www.thekeating.co/use-cases/?outcome=convert-retain>)
-   [Increase team capacity](<https://www.thekeating.co/use-cases/?outcome=team-capacity>)

## Help customers take the next step. Turn evidence into a better buying experience.

[Discuss your store](<https://www.thekeating.co/contact/?source=project&landing_path=%2Fprograms%2Fdigital-commerce%2F&intent=project&cta_page=%2Fprograms%2Fdigital-commerce%2F&cta_placement=closing&program=digital-commerce>) [**Discuss digital commerce**15 minutes](<https://cal.com/nkeating/15min>)

[Prefer to start with discovery? →](<https://www.thekeating.co/discovery/>)

We reply within one business day.

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Source: [https://www.thekeating.co/programs/digital-commerce/](<https://www.thekeating.co/programs/digital-commerce/>)

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