Which Checkout Numbers Actually Change a Decision
Checkout data is abundant and mostly indecisive. Cart abandonment, device split, payment preference, and return rate are all measurable, and a single video can only carry one of them to an action. Showing all four gives an operator a dashboard rather than a decision.
The selection problem is sharper here than in most data topics because the metrics are so easy to produce. Any analytics tool will export all four in a minute, which is exactly why a video that reproduces them adds nothing the viewer could not already see. What should never reach the published cut is your own store's figures: conversion rates, basket values, and margin by category are competitive information, and a public data video is not the place for them.
The checkout is followed across six scenes: one on where in the journey the drop happens, two on what the number does and does not explain, one on the single change most often responsible, one on how to test it, and one on what to measure afterwards.
