Where checkout changed
Web Analytics can show page paths and traffic shifts, which helps split the path from pricing to checkout into reviewable events.
Payment pages should track pricing views, tax FAQ opens, payment-method selection, checkout starts, failed payments, invoice requests, and refund questions.
Do not trust one conversion number
The useful question is no longer whether a purchase happened; it is which step created the hesitation, missing fact, or measurement gap.
Check the event model
- Define seven events: view_pricing, open_tax_faq, select_method, start_checkout, payment_failed, request_invoice, refund_question
- Keep the test narrow: one low-risk task or tool entry before connecting permissions, logs, failure handling, and human takeover to production
What still needs proof
Without event splits, teams cannot tell whether users are blocked by price, tax, payment methods, or trust copy. Keep the original source open so the announcement, the evidence, and this site's interpretation stay separate.