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Product event
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Research triggers · Customer feedback moments
Understand Checkout or Purchase Abandonment
Talk to shoppers when they abandon checkout or a cart. Discover the friction that stops customers from completing a purchase.
2 to 5 minute interviewsWorks from events you already trackEvery interview is a real person
“The shipping cost was much higher than I expected, so I decided not to complete the purchase.”
What people say at this moment
Why it happens
Common Reasons Customers Abandon Checkout
Checkout abandonment usually happens when friction appears late in the buying process. Understanding these causes helps teams improve purchase conversion.
Common causes include:
• unexpected costs such as shipping or taxes
• long or complicated checkout forms
• limited payment options
• lack of trust signals during checkout
• technical errors or slow checkout pages
Identifying these problems helps teams reduce cart abandonment and improve conversion.
The gap
Analytics Show Abandonment, But Not the Reason
Ecommerce and product analytics tools can show when customers abandon checkout.
Teams can see:
• cart abandonment rates
• where users leave the checkout flow
• which payment step causes drop-off
But analytics cannot explain why customers decide not to complete the purchase.
Did the price feel too high?
Did the checkout process feel complicated?
Did something create doubt or hesitation?
Without hearing directly from customers, teams are often left guessing which friction caused the abandonment.
Timing
The Best Moment to Understand Purchase Friction
The most useful insights happen right when a customer abandons checkout.
At that moment, shoppers still remember:
• what they were trying to buy
• what made them hesitate
• what prevented them from completing the purchase
Capturing feedback immediately after abandonment helps teams identify the real friction in the buying experience.
Instead of guessing why customers leave, teams can hear directly from the people who experienced the checkout process.
Key moments
Key Moments When Purchase Abandonment Happens
Checkout abandonment usually happens at predictable points in the buying process.
Common moments include:
Cart abandonment
Customers add products to a cart but leave before starting checkout.
Checkout step abandonment
Customers begin checkout but drop off during shipping, payment, or confirmation steps.
Payment failure
Customers attempt payment but encounter errors or issues.
Pricing hesitation
Customers see the total cost and decide not to continue.
Each of these moments reveals where friction exists in the purchase experience.
How to capture it
Capture Feedback When Customers Abandon Checkout
Instead of relying only on conversion metrics, teams can capture feedback when purchase abandonment occurs.
For example:
Customer abandons checkout
→ Invite quick conversation
→ Ask what stopped the purchase
→ Analyze patterns across responses
Because the experience just happened, customers can clearly explain:
• what made them hesitate
• what felt confusing about checkout
• what prevented them from finishing the purchase
These insights help teams remove friction from the checkout experience.
What teams learn
What Teams Learn From Checkout Abandonment Feedback
When teams talk to customers who abandon checkout, several patterns often emerge.
• unexpected costs such as taxes or shipping fees
• checkout flows that feel too long or complicated
• lack of trust signals or payment options
• confusing pricing or plan comparisons
• technical errors during payment
Understanding these patterns helps teams improve conversion and reduce abandonment.
Questions to ask
Questions to Ask Customers Who Abandon Checkout
When customers abandon checkout, simple questions can reveal the real barriers to purchase.
Examples include:
• What stopped you from completing the purchase today?
• Was anything confusing about the checkout process?
• Did anything make you hesitate before paying?
• What information were you looking for but couldn’t find?
• What would have made the purchase easier?
These conversations often reveal the hidden friction in checkout flows.
How it works
Turn customer moments into insights. Capture feedback as the event happens.
These insights often become clear when teams talk to users at the moment these events occur, while the experience is still fresh.
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Research trigger
Use events from tools like PostHog, Mixpanel, Amplitude or GA.
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Quick voice conversation
The event invites the user to a short voice chat with an AI interviewer.
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Themes and insights
Interviews are transcribed, analyzed and summarized into themes.
Frequent questions
Frequently asked questions.
Why do customers abandon checkout?
Customers often abandon checkout because of unexpected costs, complicated checkout flows, payment issues, or hesitation about the purchase.
How can companies reduce checkout abandonment?
Reducing abandonment often involves simplifying the checkout process, improving trust signals, offering flexible payment options, and removing unexpected costs.
What questions should you ask customers who abandon checkout?
Good questions focus on what stopped the purchase, what information was missing, and what made the customer hesitate.
How can checkout abandonment feedback be captured automatically?
Products can trigger feedback invitations when customers abandon carts or exit checkout flows. These conversations help teams understand what prevented the purchase.
More moments
Other moments worth asking about.
Any product event can start a conversation. The research triggers page lists all ten.
Fix Onboarding Drop-Off
Talk to users when they abandon onboarding or setup. Find out exactly where people get confused and why they stop.
Improve Activation Rates
Interview new users who sign up but never get started. Learn what blocked them from taking the first meaningful step.
Turn Support Moments Into Insights
Talk to customers when they contact support. Understand the deeper product issues behind support requests.
Capture Feedback When Issues Happen
Talk to users when they hit an issue, error, or failed action. Understand what they were trying to do and where the experience breaks.
Understand Why People Don’t Upgrade
Talk to users when a trial ends or a plan change happens. Learn what’s missing when customers decide not to upgrade.
Learn What Users Were Trying to Do
Talk to users after key actions like searches, failed tasks, or abandoned flows. Understand the job they were trying to accomplish.
Understand Why Users Stop Using a Feature
Talk to users when they stop using an important feature. Learn what they expected it to do and why it didn’t stick.
Discover What New Users Expect
Interview users right after they sign up or create an account. Understand what they’re hoping to accomplish before they even start using your product.
Ask at the moment it happens. Hear why while it’s fresh.
Free to start. Your first trigger takes a few minutes to set up.