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When checkout goes dark: 3 CX blind spots costing eCommerce conversions

  • Writer: Louise Arnold
    Louise Arnold
  • 2 days ago
  • 3 min read

Updated: 1 day ago

Owning the customer experience all the way to order confirmation

In online retail, checkout should be the most reliable and seamless part of the digital journey — the moment where customer intent turns into revenue. Yet for many brands, it’s also where the most invisible failures happen, silently disrupting conversions and eroding trust.


Frustrated online shopper

The quiet cost of not knowing

Retailers often come to us knowing there’s a problem with their site. They may be aware of traffic dropping off during checkout — but don’t know the cause or fully understand the impact on their eCommerce conversions. What they’re picking up on — whether through a dip in traffic or conversions, or a support ticket spike — is real, but they don't have enough information to quantify or troubleshoot the issues. Typical dashboards may show good availability and page load times. But customers are dropping off, and there's no clear error in sight.


This is especially common on sites that rely on third-party systems integrators or managed eCommerce platforms, where technical ownership is shared — but responsibility for CX isn’t.


The 3 blind spots most retailers face:


  1. Lack of error visibility

Not all problems throw an error code. A failed API call or a third-party script timeout can cause customer friction without setting off alarms.


  1. Journey-level CX gaps

Traditional monitoring or uptime checks don’t reflect the real customer journey. They miss more subtle yet damaging failures — such as a discount not applying at checkout, a payment option not appearing, or a postcode validation failing silently.


  1. Third party fog

When eCommerce platforms or IT systems are managed by third parties, issues often fall into the grey area between teams. Without hard evidence, it’s difficult to escalate or resolve with confidence — and finger-pointing delays fixes.


Why this matters more than ever

In a competitive retail environment, friction at checkout is a silent revenue killer — and these failures often go unnoticed until someone reports them, or worse, walks away. Every missed transaction isn’t just lost revenue, it’s a lost relationship, a missed repeat sale, and a dent in customer trust.


eCommerce conversion errors the path forward

CX Visibility, not guesswork

Retailers don’t need to guess anymore. A service replicating real user journeys around-the-clock — including add-to-basket, promotions, logins, checkout processes — gives teams hard evidence on where, why and how often issues cause drop-offs.


Crucially, it enables:


  1. Faster identification of errors and anomalies

  2. Evidence to hold third parties accountable

  3. Smarter prioritisation of fixes based on actual customer impact

  4. Reduced time lost to internal troubleshooting and cross-team debates


It’s not about blaming third parties. It’s about owning the customer experience — all the way to order confirmation.


Real-world journey based CX Monitoring gives you the visibility standard tools miss, capturing how actual users experience your site, across all the steps that matter. With a true view of your digital journeys, you can pinpoint issues faster, hold third parties accountable, and protect your conversion rates where they’re most vulnerable.


If you're ready to see what your customers are really experiencing, we can show you where the blind spots are — and how to fix them.


Further Resources




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