Conversion / UX & Conversion

Fix the friction that's costing you the most sales.

Your roadmap is full of strong opinions and one-off tests, and nobody in the room can say which bit of friction is actually costing you the most.

What should we change first, and what evidence will settle it?

Work with us Review the engagement

Opportunity map / test-ready

Decision arena: Where buyers stall / tests to run
Evidence state: Ranked before launch / test-ready

Open evidence record Decision workspace / TX-WS-CRO-01

Artifact: Decision workspace
Evidence status: Sanitized reconstruction
Record ID: TX-WS-CRO-01
Record: Sanitized purchase-path reconstruction / values altered / pre-launch decision brief
Decision question: Which journey constraint should enter the experiment portfolio?

Purchase path analysis

Everyone stalls in the same place: starting checkout.

12hypotheses4ready

Decision workspace · sanitized reconstruction · values alteredObserved signal → ranked opportunity → test decision

Engagement brief

One question, tightly drawn. One decision you can defend.

Built for: For digital product, ecommerce, growth, and experimentation leaders.
Start here: Conversion opportunity and evidence review
Decision record: A ranked list of opportunities and the tests to settle them
What we need from you: Two workshops plus access to your analytics, research, and past experiments.

The analytical work

Evidence enters. A capital or operating decision leaves.

What we'll ask you for

Journey analytics, funnels, session recordings, and customer feedback
Prior experiments, product constraints, and roadmap context
What each journey, segment, and behavior is worth

How we get to the answer

Turn the signals into clear, testable claims
Size each one by reach, value, confidence, and effort
Design tests around the decision, not the feature
Capture what you learn so the next test builds on it

Evidence sequence

Not dashboards for display. Evidence for the next move.

Every view below answers the three questions you'd ask anyway: what did we look at, what did we find, and what should you do about it?

Open evidence record Decision workspace / TX-WS-CRO-01

Artifact: Decision workspace
Evidence status: Sanitized reconstruction
Record ID: TX-WS-CRO-01
Record: Sanitized purchase-path reconstruction / values altered / pre-launch decision brief
Decision question: Which journey constraint should enter the experiment portfolio?

Purchase path analysis

Everyone stalls in the same place: starting checkout.

12hypotheses4ready

Read every supporting value in the purchase-path record below.

ChannelLanding → cartCart → checkoutCheckout → purchaseOverall

Paid search 72.6% 7.2% 89% 4.6%

Paid social 16% 19.6% 62% 1.9%

Direct 39.5% 8.6% 77.4% 2.6%

Organic search 45.4% 7.9% 91% 3.6%

Ranked opportunity01

Fix the drop between cart and checkout.

People add to cart meaning to buy, then hesitate before checkout, no matter where they came from.

P0Side-cart reassurance + shipping progressHigh reach · high confidence
P1Benefit-led collection-to-PDP routingMedium reach · high evidence
P1Purpose-built paid-social landing pathHigh reach · validate first

Ranking logicWhy P0 is first

Reach: Four acquisition pathsThe checkout-initiation constraint appears across every observed entry route.
Value: Checkout initiationThe break occurs after demonstrated cart intent and before the purchase path can progress.
Confidence: Telemetry + session evidenceIndependent behavioral signals point to the same friction before the experiment begins.
Readiness: Pre-registered exposureA bounded treatment, primary measure, guardrails, and decision threshold are already defined.

Priority is a pre-launch evidence rank, not an outcome forecast.

First decisionShip the side-cart test with a pre-registered checkout-initiation threshold.

Experiment decision brief / Pre-launch

Side-cart reassurance and shipping progress

We're not claiming a result. This is the plan we build before running the test.

Signal: Cart intent survives across sources; checkout initiation does not.
Hypothesis: Making fulfillment cost and progress explicit before checkout will increase initiation.
Primary measure: Checkout initiation per eligible cart session
Decision threshold: At least 3% relative lift with the 90% interval excluding zero
Owner: Growth product + analytics
Guardrail: Purchase completion and support-contact rate do not deteriorate

Use horizontal scrolling to inspect every evidence source and its role.

EvidenceStateWhat it supports

Event telemetryObservedCheckout initiation is weak across all four acquisition paths.

Session evidenceCorroboratesDelivery cost and reassurance are repeatedly sought before checkout.

Prior learningNo conflictThe experiment archive contains no completed test of this combined treatment.

Decision workspace · sanitized reconstruction · values alteredObserved signal → ranked opportunity → test decision

Open evidence record Executive brief / TX-BRIEF-CRO-01

Artifact: Executive brief
Evidence status: Synthetic model / not client evidence
Record ID: TX-BRIEF-CRO-01
Record: Synthetic worked experiment reconstruction / post-test decision state
Decision question: Did the treatment earn a place in the product roadmap?

01
Observed evidence
Checkout initiation breaks after cart intent.
Cross-channel telemetry and session evidence point to unresolved delivery cost and reassurance before checkout.
02
Friction diagnosis
The uncertainty arrives too late.
Fulfillment cost, timing, and progress are not visible when the shopper decides whether to continue.
03
Testable hypothesis
Make the commitment legible before checkout.
A side-cart treatment combining delivery reassurance and shipping progress should increase eligible checkout starts.
04
Controlled treatment
50/50 eligible-session exposure.
Control retained the existing cart. Treatment added the combined reassurance module with no other journey changes.

Primary measure

Checkout initiation per eligible cart session

Threshold met

Control10.1%

Treatment10.9%

Estimated effect +7.9% relative lift · +0.8 pp absolute

90% interval: +3.4% to +12.5% relative
Pre-registered gate: At least +3% relative with the interval excluding zero
Exposure: 48,260 eligible sessions · 50/50 allocation

Use horizontal scrolling to inspect the full guardrail review.

GuardrailControlTreatmentBoundaryReview

Purchase completion68.4%68.1%No worse than −1.0 ppWithin boundary

Support-contact rate2.7%2.8%No worse than +0.5 ppWithin boundary

Open evidence record Decision workspace / TX-WS-CRO-02

Artifact: Decision workspace
Evidence status: Synthetic model / not client evidence
Record ID: TX-WS-CRO-02
Record: Synthetic experimentation learning repository / illustrative decision records
Decision question: What did the experiment portfolio learn, and what should the next controlled action be?
Repository state: Synthetic worked records / illustrative
Release rule: No client archive or commercial outcome represented

LR-024 Worked continuation

Isolate the mechanism before the treatment becomes a pattern.

The adjacent worked reconstruction creates a narrow next question: which reassurance element should survive a further controlled exposure?

Record state
Illustrative handoff

Evidence boundary
Uses the adjacent synthetic decision record as an input; no client test is represented.

Next controlled action
Run a three-cell exposure separating delivery reassurance from shipping progress.

Reuse rule
Retain the eligible-session definition, primary gate, guardrails, and decision owner with the record.
LR-025 Pre-launch hypothesis

Route benefit-led shoppers to proof before product detail.

A secondary opportunity remains a hypothesis until the audience, evidence signal, and counterfactual are specific enough to test.

Record state
No outcome observed

Evidence boundary
Evidence review required before the item enters a controlled experiment portfolio.

Next controlled action
Audit entry-page evidence and define the comparison journey before authorization.

Reuse rule
Keep the original decision context and exclusion criteria so the hypothesis is not reused as a result.
LR-026 Research intake

Validate paid-social landing clarity before it competes for exposure.

The opportunity is held at intake until the audience-message mismatch and likely measurement window are established.

Record state
Research required

Evidence boundary
No outcome observed; this is a scoped research question, not a forecast.

Next controlled action
Collect route-level evidence and specify the counterfactual before ranking the item.

Reuse rule
Preserve the uncertainty note and review date with the proposed next action.

Method record Illustrative framework / no observed outcome

Method figure Figure 01 / analytical interpretation This is a source deliverable for method inspection, not a product interface.

Open evidence record Research model / TX-METH-CRO-01

Artifact: Research model
Evidence status: Illustrative framework / no observed outcome
Record ID: TX-METH-CRO-01
Record: Causal-lift interpretation framework / no client outcome shown
Decision question: Is this movement credible enough to change your roadmap?

Focused Tangentix causal-lift framework comparing standard attribution with an incremental lift model, uplift modeling, causal inference, and a negative-result feedback loop. — Tangentix experimentation framework / illustrative values

What Tangentix found: The same headline lift pointed to two opposite decisions once the baseline and the uncertainty were on the table.
Decision that follows: Scale, iterate, or stop based on the real effect, not which variant "won".

What your team receives

An experiment plan your team can run and trust.

It brings the friction, the ranked opportunities, the test design, the guardrails, the owner, and what you'll learn into one brief.

01A ranked opportunity model
02Experiment portfolio
03Decision and learning briefs

How we'll know it worked

Incremental conversion or contribution
How fast you decide and ship tests
Whether learning carries across journeys
Real value vs. forecast

Start with conversion opportunity and evidence review

Turn your next experiment into a real decision.

Bring the friction your roadmap can't settle. We'll find the evidence you need before you run the test.

Work with us

Fix the friction that's costing you the most sales.

Everyone stalls in the same place: starting checkout.

One question, tightly drawn. One decision you can defend.

Evidence enters. A capital or operating decision leaves.

What we'll ask you for

How we get to the answer

Not dashboards for display. Evidence for the next move.

Everyone stalls in the same place: starting checkout.

Side-cart reassurance and shipping progress

From test movement to a roadmap decision.

Checkout initiation breaks after cart intent.

The uncertainty arrives too late.

Make the commitment legible before checkout.

50/50 eligible-session exposure.

Checkout initiation per eligible cart session

Make the learning survive the experiment.

Isolate the mechanism before the treatment becomes a pattern.

Route benefit-led shoppers to proof before product detail.

Validate paid-social landing clarity before it competes for exposure.

Tell a real result from random movement.

An experiment plan your team can run and trust.

Turn your next experiment into a real decision.