We found 44 issues in Keenfootwear's checkout, a modelled 15.8–50.4% of conversions.

The problem

When the checkout form has an error, the store clears out information the shopper already typed correctly.

Why it matters

A shopper who typed their address once and lost it to a form error frequently will not type it twice. This is a critical-severity leak at the very end of the funnel, where every lost buyer was seconds from paying.

The problem

The cart does not show a full cost breakdown. Some of subtotal, shipping, tax, or total is missing before checkout.

Why it matters

Baymard research: 48% of shoppers abandon at checkout because of surprise costs. If the cart hides shipping or tax until the final step, you are training buyers to bail.

The problem

The full order total (including shipping and tax) isn't visible before the buyer starts entering payment details.

Why it matters

Surprise costs at the payment step are the #1 abandonment trigger in every study. Buyers want the final number before their card leaves the wallet.

The problem

The Add-to-Cart button is not visible above the fold on mobile. Shoppers have to scroll to find how to buy.

Why it matters

On mobile especially, buyers scan the top of the page and decide within seconds. If the primary purchase button isn't in that first view, many will leave before scrolling.

What to do

Add a sticky 'Add to Cart' button fixed to the bottom of the viewport (below the size swatches 7, 7.5, 8, 8.5) so it remains visible as the user scrolls, similar to how the size selector row is currently the last visible element.

The problem

The product page doesn't tell shoppers when their order will arrive. There is no delivery date or lead-time estimate.

Why it matters

Buyers often decide between two stores based on delivery timing, especially for gifts and urgent purchases. Uncertain timing pushes them to competitors who are clear.

The problem

The cart has no shipping estimator; shoppers can't preview shipping costs without starting checkout.

Why it matters

Unknown shipping costs are the single biggest cause of cart abandonment. An estimator answers the question before it becomes a reason to leave.

The problem

The cart does not clearly show tax, either as an amount or as a note that tax will be calculated at checkout.

Why it matters

Buyers in the US and Canada expect a tax line before they commit. Silence at the cart step means a jump in the total at checkout, and that jump is what makes them abandon.

The problem

The cart doesn't offer any express wallet button (Apple Pay, Google Pay, Shop Pay, PayPal Express).

Why it matters

Express wallets skip 60-80% of the checkout form. Shop Pay alone lifts checkout completion by ~1.7x. On mobile especially, one tap vs six form fields is the biggest single conversion lever left in ecommerce.

What to do

Add branded express checkout buttons (Apple Pay, PayPal, Shop Pay) directly above or below the black 'Checkout • $150.00' button in the cart summary panel, similar to how other major retailers stack these wallet options for one-click purchasing.

The problem

The checkout has more than 8 form fields. Industry-best checkouts collect 6-8 fields; industry-average is 11.3.

Why it matters

Every extra field drops conversion by roughly 2%. Fields cost you money in a direct, measurable way. A checkout with 13 fields loses ~10% of buyers compared to one with 8.

The problem

The checkout has no address autocomplete (Google Places, Loqate, SmartyStreets, or similar). Shoppers type every line of their address manually.

Why it matters

Address autocomplete cuts address-entry time roughly in half on mobile and drops delivery-failure rates from typos. It also feels premium, buyers notice.

The problem

The structured product data that AI shopping agents read (ChatGPT, Google, Copilot) is incomplete on this page. Some or all of these are missing: product ID (GTIN), brand, review data, availability, shipping details.

Why it matters

AI-referred traffic converts 42% higher than regular traffic (Adobe, 2026). But agents only recommend stores whose product data they can read. Incomplete data means invisible to AI shoppers.

The problem

The checkout has no signals declaring it can be driven by AI agents. No ACP or UCP meta tags, no /.well-known/agentic-commerce endpoint, no Stripe ACP integration.

Why it matters

OpenAI's Agentic Commerce Protocol (ACP) and Google's Universal Commerce Protocol (UCP) are the emerging standards for agent-driven checkout. Stores that declare readiness get preferential routing from ChatGPT and Google AI. This is 2026's biggest new distribution channel.

The problem

The product page shows no star rating or review summary above the fold. Shoppers have to scroll to find social proof.

Why it matters

Ratings are the fastest trust signal on a product page. A shopper who lands and doesn't see any social proof in the first view assumes it's a low-quality product or a new store.

What to do

Since the review count is (0), replace the empty star icon near the $135 price with a 'Be the first to review' link or hide the rating stars until reviews exist, so shoppers aren't shown an empty/misleading rating indicator.

The problem

There's no returns or exchange policy communicated on the product page itself. Shoppers have to hunt the footer or FAQ to find it.

Why it matters

"What if I don't like it?" is the last question in every purchase. If the answer isn't obvious, hesitation kills conversion, especially for higher-price items and apparel.

What to do

Expand the '30-Day Trial' module near the size selector to show the actual return window and process (e.g., 'Free returns within 30 days, no questions asked') directly in text instead of hiding it behind the info icon click.

The problem

An aggressive popup (newsletter, discount, chat prompt) covers this product page shortly after it loads. Cookie banners don't count; this is the newsletter-style overlay.

Why it matters

Popups on first visit interrupt intent. First-time shoppers are still evaluating; a modal that blocks the price or ATC is a fast way to lose them.

What to do

The 'Get $10 Off' badge in the bottom-left corner has a close (X) icon already, but consider auto-dismissing it after a few seconds or shrinking it further so it doesn't overlap the product gallery thumbnails on smaller screens.

The problem

The checkout doesn't show cart contents and running total on every step. Buyers can't verify what they're paying for as they proceed.

Why it matters

Trust breaks when the buyer can't see what they're buying at the payment step. Some panic and back out to double-check. Persistent order summary throughout checkout is one of the top-3 completion-rate lifts in Baymard's research.

What to do

Add an explicit quantity indicator (e.g. 'Qty: 1') next to the 'Women's Malibu Madhappy Mary Jane' line item near the size/regular text, since currently only a small '1' badge on the thumbnail implies quantity and could be missed.

The problem

On this long product page, the Add-to-Cart button disappears once the shopper scrolls down. There is no sticky bar that keeps it reachable.

Why it matters

Shoppers scroll deep into reviews and details, decide to buy, and then have to scroll all the way back up. Every extra scroll is a chance to get distracted and leave.

The problem

When a shopper selects a variant (size, color, style, or edition), the selected state isn't clearly indicated with both a visual highlight AND a text label.

Why it matters

Ambiguity here causes wrong-variant orders. The shopper thought they picked Large, actually picked Medium, and it costs you a return plus a lost repeat customer.

What to do

Add a visible selection state (e.g., black border or checkmark) to the currently active color swatch under 'BLACK/BLACK', and once a size is tapped, outline that size box (e.g., 9) and show 'Size: 9' text near the size selector to confirm the choice.

The problem

Clicking the product image doesn't open a zoom view. Shoppers can't inspect details, fabric, or quality up close.

Why it matters

Zoom is how online shoppers replace touching the product. Baymard finds inadequate image inspection among the top reasons for product-page abandonment.

The problem

The product gallery only shows the product isolated on a white background. No lifestyle, in-use, or scale reference images.

Why it matters

White-background photos are neutral but not persuasive. Lifestyle images (worn, used, in a real setting) lift conversion 30-50% and cut returns because buyers understand the product better.

What to do

Replace at least one of the isolated product shots (e.g. the top-left angled view or the sole close-up) with a lifestyle photo showing a model actually wearing the Malibu Madhappy Mary Jane outdoors, since the brand messaging emphasizes 'all-terrain' and 'days that take you everywhere' but no image backs that up.

The problem

The product page does not have a Q&A section or a real specifications table. Shoppers cannot answer their own questions before buying.

Why it matters

Considered purchases (electronics, appliances, tools, tech gear) live and die on the details page. When shoppers cannot find dimensions, materials, compatibility, or answers to obvious questions, they leave to research on Amazon or a competitor and often buy there instead.

The problem

A video on the product page is set to autoplay with sound. Shoppers get audio blasted at them without asking.

Why it matters

Autoplay with sound is one of the most-hated UX patterns on the web. Modern browsers block it in most cases, but when it does play it destroys trust and gets the tab closed. It also violates WCAG 2.2 accessibility guidance.

The problem

Some interactive elements on the mobile page are smaller than 44x44 pixels. Fingers struggle to hit them accurately.

Why it matters

44x44 pixels is the minimum touch target Apple and the WCAG 2.2 guidelines recommend. Below that, mis-taps happen: buyers hit the wrong swatch, wrong quantity, wrong link, and abandon in frustration.

The problem

The variant picker on mobile has options that are too small or too close together. Fingers hit the wrong option.

Why it matters

Every mistap on a variant is either an abandoned cart or a wrong-order return. On mobile, this is one of the top sources of hidden lost revenue.

What to do

Increase the tap target size of each size circle to at least 40x40px and add clear gaps (8-10px) between them, or switch to a scrollable horizontal chip layout with larger touch zones like the '30-Day Trial' badge below it.

The problem

The cart does not show a delivery estimate for each item. Buyers cannot see when their order will arrive.

Why it matters

Delivery timing is the second-biggest factor after price, especially for gifts and urgent purchases. Uncertain arrival dates push buyers to competitors who are clear.

The problem

A discount has been applied but there is no explicit line showing the discount amount and label. The saving happens silently.

Why it matters

Buyers who applied a code want to see it working. A silent adjustment feels like the code did not work, and they may re-apply, try a different code, or abandon in frustration.

The problem

The cart only offers a "Remove" action. There is no "Save for later" or "Move to wishlist" option to hold the item without buying today.

Why it matters

A shopper who is not ready to buy today but likes an item will either remove it (and forget) or leave the tab open (and forget). Either way you lose the sale. A save-for-later button captures that intent.

The problem

The checkout doesn't show which step the buyer is on or how many steps remain. It feels like an infinite form.

Why it matters

Not knowing how long a task will take is one of the strongest predictors of abandonment. A visible "Step 2 of 3" gives buyers the confidence to push through the next 30 seconds of typing.

What to do

Add a horizontal step tracker above the 'Express checkout' section, e.g. 'Contact → Delivery → Shipping → Payment' with the current step (Contact/Delivery) bolded or highlighted in KEEN's green accent color so shoppers know how many steps remain.

The problem

There's no way to edit the cart from inside the checkout; fixing a quantity means abandoning the checkout flow.

Why it matters

Buyers often spot a mistake at the order summary. If fixing it costs their progress, some just quit.

The problem

The checkout uses separate First Name and Last Name fields instead of a single Full Name field.

Why it matters

Two fields cost two taps and two keyboard focuses on mobile. Baymard research shows a single Full Name field measurably lifts checkout completion, especially on phones.

The problem

Some input fields use `type="text"` when they should use `type="email"`, `type="tel"`, or `inputmode="numeric"`. Mobile keyboards do not adapt.

Why it matters

The wrong keyboard is a small papercut on every entry. Type an email on a phone with a QWERTY (no @ key) or a phone number without the number pad, and completion drops.

The problem

Personal-info fields are missing correct `autocomplete` attributes, or one is set to `autocomplete="off"`. Password managers and browser autofill do not work smoothly.

Why it matters

WCAG 2.2 requires autocomplete on personal-info fields for accessibility. Beyond compliance, correct autocomplete makes checkout a 2-tap experience for returning buyers, huge for mobile conversion.

The problem

The checkout does not offer a "Same as shipping" checkbox for the billing address, with the box checked by default. Buyers have to type their address twice. (This rule only applies to physical-product stores.)

Why it matters

For most orders, billing and shipping addresses are the same. Making the buyer re-enter their address is duplicate work and a common source of typos.

The problem

The checkout form uses placeholder-only labels: the field's purpose is shown as grey text inside the input, and disappears the moment the buyer starts typing.

Why it matters

Placeholder-only labels violate WCAG accessibility, but they also just cost sales. A buyer who types a wrong value, then forgets what the field was for, has to erase everything to see the label again. Frustration compounds.

What to do

Add small persistent labels (e.g. gray 12px text like 'First name', 'Address', 'City') above each input field in the Delivery and Payment sections, similar to the 'Country/Region' field which already shows this pattern correctly, so labels remain visible after the buyer types.

The problem

The payment step doesn't show any trust or security signals near the payment fields (padlock icon, "Secure checkout", PCI badge, Verified by Visa).

Why it matters

Buyers are at their most anxious when typing card numbers. A visible security signal near the field removes that anxiety and lifts conversion.

What to do

Add a small padlock icon with 'Secure checkout' text directly above or beside the Email field (near the Contact heading at y~0.265), matching the KEEN brand's black/green style, so trust is reinforced before shoppers enter personal info.

The problem

There's no visible way to reach help from the checkout page: no phone number, no chat widget, no "Need help?" link.

Why it matters

When something goes wrong mid-checkout (a declined card, a missing address field), a visible help option is the difference between recovery and abandonment.

What to do

Add a persistent 'Need help?' link or chat bubble near the top header (next to the KEEN logo) or footer with a support email/phone number, since currently a shopper stuck on the address or payment fields has no way to reach support.

The problem

The checkout page doesn't link the returns / refund policy. Shoppers who want to check before buying can't find it.

Why it matters

First-time buyers often confirm the return policy in the moments before they pay. A quick link removes the last barrier without pulling them out of checkout.

What to do

Add a 'Return Policy' or 'Refund Policy' link next to the existing 'Terms' and 'Privacy Policy' links under the phone input field, so shoppers can verify return terms before completing the $150 purchase.

The problem

The card-payment form is missing the `autocomplete` attributes mobile browsers need to autofill saved cards.

Why it matters

iOS and Android can autofill a saved card in one tap when the fields are labeled correctly. Without it, the buyer types 16 digits, expiry, and CVV manually, and many abandon.

The problem

The checkout does not declare support for delegated-payment (ACP tokenization). Agents cannot pass a tokenized payment method on the buyer's behalf.

Why it matters

Delegated-payment is the piece that actually lets agents complete a purchase without asking the buyer to type their card. Stripe and PayPal both support this via their ACP modes. Without it, agents can prep the order but hand it back to the buyer to finalize.

The problem

The quantity selector on this product page is either missing on mobile, or too small to tap comfortably.

Why it matters

Fat-finger errors turn quick purchases into frustrating ones. Apple's tap-target guideline is 44px minimum; anything smaller mistaps often on real thumbs.

What to do

Add a simple quantity stepper (- 1 +) directly above or beside the black 'Select a size' button, using at least 44px tall tap targets, so users can order multiple pairs of the same size without repeating the size-select flow.

The problem

The brand name is shown as plain text, or is missing from the product page.

Why it matters

Shoppers who love a brand want to see more from them. A brand link is one of the easiest ways to raise average order value and repeat visits.

The problem

Some (or all) cart line items are shown as text only, without a product thumbnail image.

Why it matters

Cart is a moment of doubt: shoppers second-guess what they picked. A thumbnail confirms they picked the right thing. Text-only rows create hesitation and increase the odds of removing the item to check.

The problem

Cart line items do not include machine-readable product identifiers (SKU, GTIN, product_id). Agents see only display names.

Why it matters

Without a stable identifier per line, agents cannot cross-check items against a catalog, apply price rules, or reconcile the order. Display names change with translation and localization, they are not safe identifiers.

The problem

When an error message appears, the form visibly jumps, moving fields under the buyer's cursor or thumb.

Why it matters

Layout jumps cause mis-clicks and lose the buyer's place in the form. On mobile they routinely cause wrong-field input.