The decision is often made before checkout
Many ecommerce journeys are designed as if the decision happens at the basket. In practice, confidence is often won or lost much earlier — while a customer is still trying to understand whether the product will fit, feel or look as they hope.
Hesitation is a journey question
Store Fit Audit looks at those earlier moments. Not as a scoreboard, and not as a technology headline, but as a way of seeing where the journey asks too much of the customer and too little of the store.
What to improve next
The implication is practical. If confidence breaks before checkout, the next improvement is unlikely to be another promotion. It is more likely to be better information, a clearer size story, or a more honest view of the product in use.