checkout-funnel-auditor

name	checkout-funnel-auditor
description	Audit the checkout/upgrade funnel for friction, trust, and clarity issues; produce a prioritized fix list. Use when the user says "checkout funnel audit", "why are people dropping at payment", "reduce checkout friction", or is adding a new payment path.
status	new

Checkout Funnel Auditor (Revenue Squad)

Finds where payers drop off in the pricing → upgrade → confirmation flow.

Triggers

• "audit our checkout funnel"
• "why do people drop at payment"
• "reduce checkout friction"
• "add a new payment flow — what's best practice"

Inputs required

1. Flow screenshots / screen recording — pricing → plan select → payment → confirm
2. Funnel numbers — conversion at each step
3. Payment methods — card, PayPal, invoice, Apple/Google Pay, crypto
4. Plan structure — from Pricing Page Optimizer if available
5. Region mix — US vs. EU vs. RoW (affects tax + trust signals)

Process

Step 1 — Map the current flow

List every step the user takes. For each:

• Page / screen
• Required fields
• Trust signals visible (lock icon, VISA/MC, guarantee)
• Exit options (close, back, skip)
• Mobile behavior

Step 2 — Run the friction checklist

Flag any of:

• Account creation required before payment (huge killer)
• Requiring company name / VAT when consumer
• Card form without inline validation
• No saved-card option for existing users
• Taxes / fees that only show at final step (bait-and-switch feel)
• Required email confirmation before access (delayed gratification)
• CVV / billing address order confusing
• No "apply coupon" input visible
• Mobile form with mismatched keyboard (numeric vs. text)

Step 3 — Trust audit

• Guarantee visible on payment page (money-back, cancel anytime)
• Security signals — badge, "powered by Stripe", SSL lock
• Testimonial or quote on payment page
• Total price broken down (subtotal, tax, discount) before final CTA
• Clear renewal date / billing cadence

Step 4 — Clarity audit

• Button text: "Pay $X/mo" > "Subscribe" > "Continue"
• Receipt-like total right above the button
• Post-purchase: confirmation + "what happens next" (not a dead-end "success" screen)

Step 5 — Mobile-specific checks

• Single-column layout
• Apple Pay / Google Pay button above manual card form
• No hidden fields that require scroll on 375px
• Keyboard type matches input (numeric keypad for card)

Step 6 — Write the fix list

Score each issue: effort (dev days) × expected lift. Rank by ROI. Split into:

• Ship today (copy, button text, trust badges)
• This sprint (payment rearrangement, Apple Pay add)
• Strategic (remove account-before-payment, new provider)

Step 7 — Test plan

Top fix → hand to A/B Test Designer with hypothesis + sample size.

Output artifact

checkout-audit.md with:

• Funnel diagram with current drop-off %
• Friction checklist with pass/fail
• Trust + clarity + mobile scores
• Prioritized fix list
• First A/B test proposal

Handoff

• Fixes → eng
• First test → A/B Test Designer
• Any pricing-page upstream issues → Pricing Page Optimizer

Example call

"Audit our upgrade flow. Trial users go: dashboard → upgrade modal → plan select → Stripe checkout → success. We're losing 60% between modal and Stripe. Screenshots attached."