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Diagnose and fix checkout abandonment — audit checkout flow for friction points, score abandonment risk, rank top friction sources by impact, and output specific copy/UX fixes using RMBC principles.
How this skill is triggered — by the user, by Claude, or both
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/rmbc-skills:checkout-abandonmentsonnetThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
Diagnose and fix checkout abandonment. The average DTC checkout abandonment rate is 70% — meaning 7 out of 10 people who start buying leave without paying. Every percentage point recovered is pure profit because you've already paid to acquire that traffic. This skill audits an existing checkout flow for friction points across five categories (form complexity, trust signals, shipping/pricing sur...
Diagnose and fix checkout abandonment. The average DTC checkout abandonment rate is 70% — meaning 7 out of 10 people who start buying leave without paying. Every percentage point recovered is pure profit because you've already paid to acquire that traffic. This skill audits an existing checkout flow for friction points across five categories (form complexity, trust signals, shipping/pricing surprises, payment options, mobile UX), scores abandonment risk, ranks the top 5 friction points by estimated revenue impact, and outputs specific copy and UX fixes for each.
| Input | Required | Description |
|---|---|---|
checkout_description | Yes | Detailed description of the checkout flow — number of steps, fields, page layout, what the buyer sees |
current_abandonment_rate | No | Current checkout abandonment rate (if known — enables benchmarking) |
product_type | Yes | Product category: supplement, physical_product, digital_product, subscription, service, course |
price_point | Yes | Price, payment plan options, and any discount framing currently shown |
target_audience | Yes | Who the buyer is — demographics, tech comfort, purchase sophistication |
Read rmbc-context/SKILL.md to load RMBC framework definitions. Checkout abandonment is a Copy problem as much as a UX problem — Research reveals which objections kill conversions at the payment step, Mechanism reinforcement reminds them why they decided to buy, Brief structures the page to resolve doubt before asking for payment, Copy executes every micro-element to reduce friction.
Score each category 0-20 based on the audit findings:
| Score | Meaning |
|---|---|
| 0-5 | Critical — this category is actively driving abandonment |
| 6-10 | Poor — significant friction, immediate fixes needed |
| 11-15 | Acceptable — minor issues, optimize when possible |
| 16-20 | Strong — this category is well-handled |
Abandonment Risk Score: Sum of all 5 categories (0-100). Invert for risk: Risk = 100 - Score.
| Risk Level | Score | Typical Abandonment Rate |
|---|---|---|
| Critical | 0-30 | 80%+ |
| High | 31-50 | 70-80% |
| Moderate | 51-70 | 60-70% |
| Low | 71-85 | 50-60% |
| Excellent | 86-100 | Below 50% |
From all findings across the five categories, identify the top 5 friction points ranked by estimated revenue impact:
For each friction point:
quick_win (< 1 hour), medium (1 day), requires_dev (1+ week)For each of the top 5 friction points, provide the exact fix:
## Checkout Abandonment Audit: [Product/Brand]
**Product Type:** [type]
**Price Point:** [price with framing]
**Current Abandonment Rate:** [rate or "unknown"]
**Audience:** [target audience summary]
---
### ABANDONMENT RISK SCORE
| Category | Score | Weight | Weighted |
|----------|:---:|:---:|:---:|
| Form Complexity | /20 | 25% | X |
| Trust Signals | /20 | 25% | X |
| Shipping & Pricing | /20 | 20% | X |
| Payment Options | /20 | 15% | X |
| Mobile UX | /20 | 15% | X |
| **TOTAL** | **/100** | | **X/100** |
**Risk Level:** [Critical / High / Moderate / Low / Excellent]
**Estimated Abandonment Rate:** [based on score]
---
### TOP 5 FRICTION POINTS
#### 1. [Friction Point Name]
- **Category:** [which of the 5]
- **What:** [specific element]
- **Why it kills conversions:** [psychological/practical reason]
- **Estimated impact:** [% of abandonment]
- **Effort:** [quick_win / medium / requires_dev]
**Fix:**
- Before: [current state]
- After: [exact copy/UX change]
#### 2-5. [Same format]
---
### QUICK WINS (implement today)
1. [Fix with exact copy/instructions]
2. [Fix with exact copy/instructions]
3. [Fix with exact copy/instructions]
### MEDIUM EFFORT (this week)
1. [Fix with exact copy/instructions]
### REQUIRES DEVELOPMENT (this sprint)
1. [Fix with exact copy/instructions]
---
### REVENUE RECOVERY ESTIMATE
- **Current estimated abandonment:** [rate]%
- **Post-fix estimated abandonment:** [rate]%
- **Revenue recovery:** [if traffic/AOV data provided, calculate monthly $ recovered]
All five friction categories must be audited — skipping "payment options" because it seems fine misses real revenue
Friction points must be ranked by revenue impact, not by how easy they are to spot
Every fix must include exact copy or specific UX instructions — "improve trust signals" is not a fix
Before/After must show the actual change, not a description of the change
Mobile UX must be evaluated independently — "it works on desktop" is irrelevant for DTC
Shipping surprise assessment is mandatory — surprise costs are the #1 documented cause of checkout abandonment
Revenue recovery estimate must show math, not just a percentage
Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)
/order-form-cro to rewrite the optimized checkout page copy/guarantee-writer for risk-reversal copy to place near payment fields/funnel-audit to evaluate the full funnel, not just checkout/ab-test-plan to test checkout fixes with statistical rigor/lander-copy to ensure the page before checkout sets correct expectations/rmbc-copy-auditGenerated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join
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Optimize order form / checkout page copy for conversion — mobile-first layout, trust elements, guarantee copy, bump offers, and friction reduction using RMBC principles.
Audits landing pages, signup flows, checkout processes for conversion friction like form fields, load times, trust signals, and outputs prioritized A/B test recommendations.