Analyze
Why: The timing suggests a pricing issue, not necessarily a payment UI issue.
Deliverable: Step-level funnel, cohort comparison and customer quote themes.
← Practice Lab
PRACTICE PROJECT / GUIDED PROJECT
E-commerce checkout optimisation
Diagnose abandonment across delivery, payment and confirmation.
IntermediateFictional business scenarioReference approach included
Your task
Read the brief and work through the deliverables before opening the reference approach. Your notes stay in this browser only.
Company context
A fictional online shop sells household goods in three countries. The checkout connects delivery quotes and two payment methods.
Business problem
Checkout abandonment increased after a shipping-fee change, but the team wants to redesign the payment page.
Stakeholders
- Customers
- Product
- Marketing
- Finance
- Fulfilment
- Engineering
Stakeholder interviews
- Support: “Customers ask about final delivery cost.”
- Finance: “Payment failure rates are stable.”
Existing process
- Review basket
- Enter address
- See shipping quote
- Choose payment
- Receive confirmation
Business rules
- Taxes depend on delivery country.
- A promotion may not combine with free shipping.
Customer feedback
- “The total changed after I entered my address.”
Sample data
- Abandonment rose six points after fee change
- Payment decline rate is flat
Constraints
- Maintain legal price transparency
- Do not expose margin rules
System / API information
The shipping API quotes based on postcode and basket weight. Failed quotes use a generic fallback price.
What would you deliver?
- Segment abandonment by checkout step
- Map price-change events
- Define disclosure requirements
- Write acceptance criteria
- Plan an experiment
Your working notes
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View reference solution / my approach
This is one defensible approach, not the only correct answer. Compare the reasoning and trade-offs with your own work.
Define
Why: Show the final cost before commitment.
Deliverable: Shipping disclosure rules and fallback-price handling.
Measure
Why: A change must improve conversion without hiding costs.
Deliverable: Checkout completion, quote failures and complaint rates.