Checkout Optimisation – Chapter 4
Identifying Technical Bottlenecks
In this chapter, we’ll cover how to identify the TECHNICAL conversion bottlenecks on your website
This means fixing stuff that’s broken.
Technical analysis includes:
| Roles | Responsibilities |
|---|---|
| Page load speed | Does the page load quickly? |
| Functional issues | Are all the links, buttons and UI elements working correctly? |
| Responsiveness | What do pages look like when viewed on different browsers? Difference devices? |
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If you’ve created your customised Funnel Map from Chapter 2, you’ll have noticed conversion bottlenecks on your website.
Some conversion bottlenecks can be addressed with front-end changes. Things like content, design and layout.
But on the checkout pages, the scope for getting BIG conversion wins from front-end changes is more limited – compared to your product pages, for example.
On your checkout pages, there is often significant conversion upside by making back-end changes. Back-end changes tend to be more functional.
Fixing broken experiences may not be sexy – but it sure does pay the bills.
Device Optimisation: How To Spot Functional Issues In Your Checkout