Client stories
Notes from teams who asked us to read their e-commerce app conversion with fresh eyes.
Fashion retail · Conversion Audit
“They caught that our ‘Add to bag’ event fired on wishlist taps as well. Once we corrected it, the checkout drop-off chart finally matched what support was hearing from shoppers in Johor.”
— Aina R., product lead
Grocery delivery · Conversion Audit
“The KL debrief was dense. I would have preferred one extra day to prepare questions with our engineers, but the ranked fix list still guided our next release. Payment-step timeouts were the quiet villain we had been blaming on ‘seasonality.’”
— Marcus T., growth manager
Home goods · Funnel Walkthrough
“We booked a single session on the cart screen. Sofia made us watch a recording of a shopper fighting our voucher field for four minutes. That clip did more than a month of dashboard screenshots.”
— Priya S., merchandising
Beauty marketplace · Retention Briefing
“Marketing and product finally agreed that ‘retained’ meant a second paid order within sixty days — not an app open. The scorecard is still on our war-room wall.”
— Farid H., analytics lead
Longer note: festival week checkout failures
A mid-size electronics brand approached us two weeks before a major sales festival. Their purchase completion rate looked healthy in the weekly email and terrible in the hourly ops chat.
The conversion audit showed a dual definition problem: the marketing export counted “order created,” while ops watched “payment captured.” During peak hours, a payment provider timeout created orders that never captured — inflated success on one chart, angry shoppers on the other.
We documented the mismatch, ranked a queue-depth alert ahead of cosmetic UI tweaks, and ran the debrief with both teams in the room. The brand’s next festival still had queues; at least everyone argued from the same event names.
Longer note: COD confirmation loop
A regional apparel app asked for a funnel walkthrough limited to post-purchase. Shoppers choosing cash on delivery received three confirmation screens that looked like errors. Support volume spiked each Thursday when new colourways dropped.
The session produced five actions; the first was collapsing confirmation into one screen with courier language shoppers already knew from their last parcel. We did not touch paid acquisition — that was never the brief.