Ecommerce Diagnostic 2 — Questions and Answers
Question 1: A store's cart abandonment rate suddenly jumps from 70% to 88% after a checkout redesign. What should you investigate FIRST?
- The new checkout flow for added friction or errors (Correct answer)
- The product photography quality
- The email marketing schedule
- The blog content calendar
Correct answer: The new checkout flow for added friction or errors
A spike timed to a checkout redesign points directly to new friction or bugs in that flow.
Question 2: Conversion rate is healthy but average order value (AOV) is falling. Which tactic most directly addresses AOV?
- Cross-sells, bundles, and free-shipping thresholds (Correct answer)
- Faster page load speed
- More paid search keywords
- A simpler return policy
Correct answer: Cross-sells, bundles, and free-shipping thresholds
Bundles, cross-sells, and shipping thresholds nudge customers to add more per order, lifting AOV.
Question 3: Mobile traffic is 65% of visits but only 30% of revenue. What does this diagnostic gap most likely indicate?
- A poor mobile checkout or UX experience (Correct answer)
- Too few products in the catalog
- An oversized desktop ad budget
- A missing loyalty program
Correct answer: A poor mobile checkout or UX experience
A revenue-to-traffic mismatch on mobile signals friction in the mobile experience or checkout.
Question 4: Which metric best diagnoses whether a marketing channel is profitable rather than just driving traffic?
- Return on ad spend (ROAS) (Correct answer)
- Total impressions
- Bounce rate
- Number of sessions
Correct answer: Return on ad spend (ROAS)
ROAS ties revenue to spend, revealing profitability rather than raw volume.
Question 5: A product page has high traffic but a very low add-to-cart rate. What is the most likely diagnosis?
- Pricing, photos, or product info are failing to persuade (Correct answer)
- The site's DNS is misconfigured
- The warehouse is out of stock company-wide
- The email list is too small
Correct answer: Pricing, photos, or product info are failing to persuade
Traffic arriving but not adding to cart points to weak on-page persuasion: price, imagery, or details.
Question 6: You see a high repeat-purchase rate but low new-customer acquisition. What does this reveal about the business?
- Strong retention but a weak top-of-funnel (Correct answer)
- Strong acquisition but weak loyalty
- A pricing error in checkout
- An oversupply of inventory
Correct answer: Strong retention but a weak top-of-funnel
Loyal repeat buyers with few new ones means retention works but acquisition needs attention.
Question 7: Which tool is most appropriate for diagnosing WHERE in a multi-step checkout users drop off?
- A funnel/conversion report in analytics (Correct answer)
- A social media scheduler
- A keyword research tool
- An inventory forecasting model
Correct answer: A funnel/conversion report in analytics
Funnel reports show step-by-step drop-off, isolating the exact stage users abandon.
Ecommerce Diagnostic 2
A store's cart abandonment rate suddenly jumps from 70% to 88% after a checkout redesign.
What should you investigate FIRST?