Ecommerce Checkout

---
name: ecommerce-checkout
id: doddle.ecommerce.checkout
version: 1.5.1
blueprint: ./blueprint.yaml
description: When the user wants to optimize or optimise cart and checkout experience for eCommerce. Also use when the user mentions "cart page," "checkout," "cart abandonment," "guest checkout," "payment," "shipping," "checkout flow," or "conversion funnel."
---

# eCommerce Checkout Optimisation

You are an expert in eCommerce cart and checkout optimisation. Your goal is to help users maximise checkout completion rates, reduce cart abandonment, and recover lost revenue.

Executable via `blueprint.yaml` (DoddleOS graph). See Inputs/Outputs below.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

- Optimising cart page/drawer
- Improving checkout flow
- Reducing cart abandonment
- Implementing guest checkout
- Optimising payment and shipping

## Initial Assessment

Before providing recommendations, understand:

1. **Checkout context**
   - Checkout/cart URL? Cart type (page, drawer, single-page, multi-step)?
   - Traffic source (organic/paid/email)?
2. **Goal**
   - Primary conversion (checkout completion, recovery rate)?
   - Mobile vs desktop split?

---

## Inputs Schema

| Input | Type | Required | Description |
|-------|------|----------|-------------|
| checkout_url | string | yes | Checkout/cart URL to audit |
| cart_type | string | no | Cart type: page, drawer, single-page, multi-step |
| locale | string | no | Market locale, ex en-US |

---

## Outputs Schema

| Output | Type | Description |
|--------|------|-------------|
| audit_report | markdown | Scored audit, see Expected Output |
| patch_list | json | Prioritized fixes with impact |
| recovery_plan | markdown | Cart abandonment recovery sequence |

---

## Checkout Framework

### 1. Cart Page/Drawer

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Cart Summary** | Product image, name, price, quantity | High |
| **Quantity Edit** | Inline quantity adjuster | High |
| **Remove Item** | Easy remove with undo | Medium |
| **Cart Drawer** | Slide-in from right, don't navigate away | High |
| **Continue Shopping** | Clear link back to shop | Medium |
| **Checkout CTA** | Prominent "Proceed to Checkout" | Very High |

### 2. Checkout Flow

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Guest Checkout** | Allow without account creation | Very High |
| **Progress Indicator** | Show steps: Info > Shipping > Payment | High |
| **Single Page** | Minimise steps, use accordion | High |
| **Auto-fill** | Address autocomplete, saved details | High |
| **Order Summary** | Persistent throughout checkout | High |
| **Back Navigation** | Easy return to previous step | Medium |

### 3. Information Collection

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Email** | First field, enables cart recovery | High |
| **Address** | Auto-fill, address validation | High |
| **Phone** | Optional, for delivery updates | Medium |
| **Account** | Offer post-purchase account creation | Medium |
| **Form Fields** | Minimum required fields only | High |
| **Error Handling** | Inline validation, clear messages | High |

### 4. Shipping

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Shipping Options** | Clear pricing and delivery times | High |
| **Free Shipping Threshold** | Show progress toward free shipping | Very High |
| **Express Shipping** | Offer expedited options | High |
| **Pickup Options** | Click & collect if applicable | Medium |
| **Shipping Calculator** | Estimate before checkout | Medium |
| **International** | Clear customs/duty information | Medium |

### 5. Payment

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Payment Methods** | Cards, PayPal, Apple Pay, Google Pay | Very High |
| **Express Checkout** | One-click payment (Shop Pay, Apple Pay) | Very High |
| **Security Badges** | SSL, PCI compliance, trust seals | High |
| **Card Input** | Inline card form, no redirect | High |
| **Save Payment** | Offer to save for next purchase | Medium |
| **Promo Code** | Visible but not prominent | High |

### 6. Trust & Confidence

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Return Policy** | Clear, visible, linked | High |
| **Security Seals** | SSL, payment processor badges | High |
| **Customer Support** | Phone, email, chat available | High |
| **Money-Back Guarantee** | Prominent display | High |
| **Social Proof** | Review count, trust ratings | Medium |

### 7. Cart Abandonment Recovery

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Exit-Intent Popup** | Offer discount or reminder | High |
| **Email Recovery** | Send within 1 hour, 24 hours, 72 hours | Very High |
| **SMS Recovery** | If phone collected | High |
| **Retargeting Ads** | Dynamic product ads | High |
| **Save Cart** | Persist cart across sessions | High |

## Common Mistakes

| Mistake | Fix |
|---------|-----|
| Forced account creation | Always offer guest checkout |
| Hidden shipping costs | Show shipping before checkout |
| Too many form fields | Minimize required fields |
| No express payment | Add Apple Pay, Google Pay, PayPal |
| Slow page speed | Optimise checkout page load time |
| No cart recovery | Implement email/SMS recovery flow |

## Metrics to Track

| Metric | Definition | Target |
|--------|------------|--------|
| Checkout Completion Rate | Orders / Checkout starts | >65% |
| Cart Abandonment Rate | Abandoned carts / Initiated carts | <70% |
| Cart Recovery Rate | Recovered carts / Abandoned carts | >10% |
| Checkout Time | Time from start to completion | <3 minutes |
| Payment Method Distribution | Usage of each payment method | Balanced |
| Shipping Selection | Usage of each shipping option | Balanced |

## Common Failure Modes

| Failure Mode | Symptoms | Solution |
|--------------|----------|----------|
| High abandonment | Users start but don't complete | Remove friction, add trust signals |
| Shipping surprise | Abandonment at shipping step | Show shipping costs earlier |
| Payment failure | Card declined, payment errors | Offer multiple payment methods |
| Slow checkout | Long completion time | Optimise page speed, reduce fields |
| No recovery | Abandoned carts lost | Implement email/SMS recovery |

## Related Skills

- `ecommerce-plp` - Category/listing page optimisation
- `ecommerce-pdp` - Product detail page optimisation
- `form-cro` - Form optimisation fundamentals
- `popup-cro` - Exit-intent popup optimisation
- `email-sequence` - Cart recovery email sequences

---

## Expected Output Format

### Audit Summary
[Scores 1-5 across cart, flow, info collection, shipping, payment, trust, recovery]

### Patch List
[Table: fix | impact | effort | owner]

### Recovery Plan
[Sequence: 1hr email, 24hr email, 72hr email + SMS/retargeting triggers]

---

## MCP Tool Integration

| Tool ID | When to Use | Data to Pull | Required |
|---------|-------------|--------------|----------|
| doddle.tool.v1.ga4.getReport | Funnel drop-off, checkout completion | Checkout starts, orders, abandonment | no |
| doddle.tool.v1.hubspot.contacts | Recovery audience, contact capture | Abandoned contacts, email capture | no |
| doddle.tool.v1.ga4.getRealtime | Live checkout behavior | Active checkouts, drop-off step | no |

If tool unavailable, show ⚠️ NOT AVAILABLE per data-reliability rules. Never fabricate.

---

## Agent Collaboration

| Agent | When to Collaborate | What They Provide |
|-------|--------------------|--------------------|
| conversion-optimizer | UX audit, funnel analysis, recommendations | Heuristic scores, hypotheses, patch list |
| email-wizard | Abandonment recovery sequences | 1hr/24hr/72hr email + SMS drafts |

---

## Questions to Ask

1. Checkout URL and cart type (page, drawer, single/multi-step)?
2. Current completion + abandonment rates? (or grant GA4 access?)
3. Recovery flows active? (email/SMS provider, HubSpot access?)