The traffic is high-intent.
But checkout is leaking it.
A comprehensive, month-long analysis of Famasi Africa's web and checkout infrastructure. By processing all 175 session recordings and global project insights, we map critical leaks, UX friction, and technical exceptions blocking conversion.
Strong organic acquisition, but a systemic funnel drop-off.
Baseline active user records compiled over 30 days
Leakage point from Med Selection to Delivery Details
3 completed orders captured directly on site
Our 2nd largest UTM referral source
An 80.9% drop-off at Medication Selection (MED).
MED Step Fatigue
Users spend an average of 340.9 seconds (5.7 mins) in the Med Selection step before abandoning. They are trying to configure their lists, but suffer from layout complexity, pricing opacity, or inventory hesitation.
Women's health is our primary self-serve driver.
Out of 3 completed orders captured on-site, 100% were menstrual care or PCOS curated plans. Women's wellness represents our most active and reliable self-serve funnel.
PCOS Curated Plan
14,600 NGN — Faith Musa (Kaduna, Nigeria). Multiple product additions including Himalaya Ashwagandha and Metformin.
Menstrual Care Plans
43,800 NGN & 56,800 NGN — Standard organic and staging-verified pathways featuring Pads, Tampons, and Heat Patches.
Browser auto-translations are crashing the checkout.
Session 019e2531 Case Study
User: Riyadh, Saudi Arabia • Mobile Chrome iOS
Trigger: order_step_error thrown 6 times in rapid succession at the MED step.
The Root Cause
The user's browser auto-translated English text nodes into Arabic. React's Virtual DOM lost track of the altered text nodes. When React attempted to re-render, it threw a fatal DOM exception: "NotFoundError: The object can not be found here.", crashing the app.
Actionable Fix
Add translate="no" attributes to critical form labels, checkout elements, and price fields to protect them from browser translation injection, or wrap components in custom React Error Boundaries to catch translation exceptions silently.
Interactive confusion leads to rage clicking.
Static elements clicked in expectation of action
• Homepage: 44 dead clicks
• Dashboard: 25 dead clicks
Session 019e4286: clicked decorative dashboard icons with text 'None' 7 times in 6 seconds before finding primary "Create an order" button.
Dismissed 6 times, only 1 completion. Showing popups during MED and DELIVERY configuration steps creates cognitive overload during high-value conversion.
Granular conversion pathways vs. assisted sales.
Pathway A: PCOS Care
Session 019e3cd2 (22.4 mins)
Faith Musa (faithmusa56@gmail.com) landed on PCOS Curated Plan -> Entered MED step -> Checked Vitamins & Diabetes care -> Completed order via Dashboard (14,600 NGN via Paystack: Ashwagandha, Metformin, Magnesium Glycinate).
Pathway B & C: Menstrual
Session 019dffd1 (12.1 mins)
Landed organic on Menstrual Plan -> "Customise plan" -> Progressed MED -> Delivery to Ibukun Oluwa Street, Lagos -> Success (43,800 NGN). Session 019e1f3b (33.5 mins) verified staging checkout logic (56,800 NGN).
Assisted Sales Handoff
Sessions 019e416a, 019e22df
Users clicked "Speak to a Care Specialist" on dashboard / heart-care plans and moved to WhatsApp. Many "drop-offs" are actually high-quality live-chat leads handoffs. We must track these as conversions.
Our high-intent channels are Twitter, ChatGPT, and LinkedIn.
UTM Campaigns
• chatgpt.com: 43 DAUs
• ig (Instagram): 12 DAUs
• tiktok: 6 DAUs
• brevo (newsletter): 3 DAUs
Social Referrers
• Instagram: 11 DAUs
• Facebook: 3 DAUs
LinkedIn traffic directly correlates with caregiver and B2B interest on the Dispensary page.
Dispensary Capture
High-intent B2B organic traffic landing on /getdispensary from LinkedIn referrers.
Conversational AI search has become a major acquisition vector.
ChatGPT Referrals
With 43 DAUs, ChatGPT is now our 2nd largest UTM source. LLMs are actively recommending Famasi to users seeking localized healthcare, drug delivery, or curated menstrual plans in Nigeria. We must optimize our brand visibility across OpenAI, Perplexity, and Kimi.
Postinor-2 Side Effects SEO
Our top blog page received 150 unique sessions: /blog/the-postinor-2-side-effects-nobody-warns-you-about. This proves reactive medication search is an incredible organic engine. We must place product links and a "Speak to August" widget directly on this page.
Technical and UX roadmap to recover lost conversions.
Technical & Tracking Fixes
- Add
translate="no": Protect checkout and medication configuration fields from translation DOM exceptions. - Track WhatsApp Handoffs: Fire a success conversion event when a user clicks "Speak to a Specialist" to prevent misclassifying live lead transfers as drop-offs.
- Align Environments: Audit production load times and script warnings vs clean staging.
UX & Content Upgrades
- Reduce MED Step Friction: Trigger floating specialists helper badge if a user is inactive for >3 minutes on the Med selection page.
- Convert Blog Traffic: Embed direct curated plan ads and a "Speak to August" consultation widget in the Postinor-2 article.
- Fix Dashboard Click Mapping: Map passive graphics and card elements directly to checkout initiation to eliminate user rage clicks.
Recapture high-intent traffic by solving the execution gaps.
We do not have an acquisition problem. Users from Twitter, LinkedIn, and ChatGPT are finding Famasi, customising plans, and exploring services. The work now is in the details: protecting the DOM from crashes, guiding users through medication tray selection, and translating high-traffic blog assets into routine subscribers.