Blog

Field notes on conversion paths

Short essays from the Socketfieldbase desk — practical, skeptical, and written for operators who ship.

Analytics printouts
Method

Reading funnel drop-offs without lying to yourself

How to interrogate a steep step before you rewrite the UI.

 Checkout counter scene
Thailand

Checkout friction patterns we keep seeing in Thailand

Payment branches, delivery promises, and chat handoffs as path nodes.

 Notebook with charts
Metrics

Path metrics that survive a skeptical CFO

Numbers that describe movement, not theater.

 Desk with laptop and coffee
Design

Cohort paths versus session paths

When to stitch days together — and when that stitching invents a story.