1.  [Home](<https://www.thekeating.co/>)
2.  [Use cases](<https://www.thekeating.co/use-cases/>)
3.  Conversion diagnosis

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

# Find where shoppers drop out and what to fix.

Aggregate conversion rates conceal specific buying friction.

Trigger A conversion decline or recurring trading review.

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.

[Discuss this use case](<https://www.thekeating.co/contact/?source=project&landing_path=%2Fuse-cases%2Fconversion-diagnosis%2F&intent=project&cta_page=%2Fuse-cases%2Fconversion-diagnosis%2F&cta_placement=hero&use_case=conversion-diagnosis>)  [How it works](<https://www.thekeating.co/use-cases/conversion-diagnosis/#workflow>)

Led by operators with 15+ years building commerce products, teams and systems. [About us](<https://www.thekeating.co/about/>)

## Today

An aggregate conversion rate triggers broad redesign discussions while the failing journey remains unclear.

## With this in place

The ecommerce team has ranked findings by journey and segment, each connected to customer evidence and an implementable next step.

## Who does what, step by step.

### Your team

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

### AI

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

### Automation

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

01 02 03 04

1.  01
    
    Step 1:  Automation
    
    ### Verify the funnel
    
    Check event coverage, consent and order definitions before comparing completion rates.
    
2.  02
    
    Step 2:  Automation
    
    ### Locate the friction
    
    Find where comparable journeys and segments diverge, including search, product, cart and checkout.
    
3.  03
    
    Step 3:  AI
    
    ### Test explanations
    
    Use actual customer questions and journey evidence to distinguish plausible causes.
    
4.  04
    
    Step 4:  Your team
    
    ### Make the next change concrete
    
    Rank fixes and experiments with implementation briefs and the measure needed to judge them.
    

### Guardrails

-   Mask or omit personal information from session and service examples.
-   Report missing events separately from customer abandonment.
-   Use an appropriate experiment or comparison before claiming conversion lift.

## What a first project includes.

A bounded first build around your systems and team. We agree the scope, fee and baseline before we start.

[Scope this with us](<https://www.thekeating.co/contact/?source=project&landing_path=%2Fuse-cases%2Fconversion-diagnosis%2F&intent=project&cta_page=%2Fuse-cases%2Fconversion-diagnosis%2F&cta_placement=content&use_case=conversion-diagnosis>)  [How we work together](<https://www.thekeating.co/working-together/>)

Sample scope Conversion diagnosis

### We build

-   A segmented diagnosis linked to observations
-   A prioritized change and experiment backlog
-   Tracking corrections where the evidence itself is incomplete

### We start from

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

### From your team

Owner

-   Ecommerce Lead
-   Head of Digital Product

Involves

-   Digital product
-   Design
-   Analytics
-   Engineering
-   Customer service

Access to these systems and real examples to test against.

### Adapts to

-   Web commerce
-   Mobile apps
-   International commerce

### We’d measure

-   Time to locate and explain journey friction
-   Purchase and checkout completion in relevant segments
-   Completed changes and experiments with supported outcomes

Baselines agreed before we build.

## Questions teams ask.

Do we need to replace our current tools?

Usually not. We start with the systems you already use and build only what’s missing.

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

Who owns it once it’s running?

Your team does. You own the agreed deliverables under the engagement terms, with documentation and training for the people who run it. Ownership usually sits with your ecommerce lead or head of digital product.

Ongoing support is optional and agreed separately.

How do we get started?

If the problem and scope are already clear, we can scope this build directly. If you’re weighing it against other priorities, start with Discovery & Action Plan.

Its fee is credited in full if we build the recommended work.

[How discovery works](<https://www.thekeating.co/discovery/>)

## Often paired with.

[All use cases](<https://www.thekeating.co/use-cases/>)

-   Digital commerce & conversion
    
    ### Guided shopping
    
    Complex ranges leave shoppers unsure which product fits their needs.
    
    A product-grounded guided-shopping experience with useful next actions.
    
    [Guided shopping](<https://www.thekeating.co/use-cases/guided-shopping/>)
    
-   Customer service & support
    
    ### Customer intelligence into action
    
    Customer feedback never consistently reaches the teams that can act on it.
    
    Evidence-backed themes, owners and action briefs.
    
    [Repeated sizing uncertainty](<https://www.thekeating.co/use-cases/voice-of-customer-loop/>)
    
-   Growth & acquisition
    
    ### Search performance diagnosis
    
    Traffic reports show movement but not a useful explanation or next action.
    
    Evidence-linked diagnosis distinguishing demand, conversion and measurement issues.
    
    [Mobile product visits fell](<https://www.thekeating.co/use-cases/search-performance-diagnosis/>)
    

More connected work

## Explore the programs

-   [Digital commerce & conversion](<https://www.thekeating.co/programs/digital-commerce/>)
-   [Finance & business intelligence](<https://www.thekeating.co/programs/commercial-reporting/>)

## 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>)

## Fix what stops the sale. Start with one journey on one device.

[Discuss this use case](<https://www.thekeating.co/contact/?source=project&landing_path=%2Fuse-cases%2Fconversion-diagnosis%2F&intent=project&cta_page=%2Fuse-cases%2Fconversion-diagnosis%2F&cta_placement=closing&use_case=conversion-diagnosis>) [**Talk through conversion**15 minutes](<https://cal.com/nkeating/15min>)

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

We reply within one business day.

---

Source: [https://www.thekeating.co/use-cases/conversion-diagnosis/](<https://www.thekeating.co/use-cases/conversion-diagnosis/>)

[Contact Keating & Co](mailto:nelson@thekeating.co) · [Agent guidance](https://www.thekeating.co/llms.txt)