Thailand
Checkout friction patterns we keep seeing in Thailand
Global funnel templates assume card-first checkout and English error copy. In Thailand, Conversion Path Analytics has to treat payment method, delivery promise, and chat support as first-class path nodes.
QR timeouts as eject points
PromptPay and similar QR flows often expire faster than shoppers expect on mobile data. Aggregate checkout conversion hides this branch. Split the path by method and time the QR step; you may find a single timeout policy explaining an entire “bad week.”
Delivery honesty
Promising next-day delivery on the product page and then revealing regional delays at address entry creates a late-stage eject. Instrument the moment the promise changes. That screen is a path node, not a footnote.
LINE handoffs
When users leave to ask a question in LINE, some return and complete; others never re-enter. If your analytics only watches the site, you will mislabel those exits. Capture the handoff intent when possible, or at least annotate the gap in leadership reports.
Our Bangkok workshops walk teams through these overlays with sample datasets drawn from common retail patterns — never from a single client’s private logs.