Field Notes
Field Notes
Practical notes on e-commerce app conversion, measurement, and the messy middle between charts and shoppers.
Checklist before you grant analytics access
A short prep list so conversion audits start on time — credentials, dictionaries, and the question you actually want answered.
Reading cart abandonment without panicking
Empty carts are normal. The useful question is which abandonments share a fixable cause this month.
When ‘purchase’ means three different things
Order created, payment captured, and fulfilment started are not interchangeable — yet many conversion charts treat them as one.