A post-launch traffic surge exposed a redirect-loop bug that quietly throttled checkout — a funnel-level diagnosis traced it to a time-out error and restored conversion within weeks.
Role Led the conversion diagnosis — step-level funnel analysis, error-correlation, and recovery validation
Basket-to-order conversion dropped from 11.0% to 9.0% following the iPhone launch and stayed depressed even after traffic volumes stabilized.
Conversion fell from 11.0% in June to 9.0% by September, coinciding with the iPhone launch surge.
Conversion stayed low into October even after traffic volumes returned to normal, ruling out a simple demand spike.
The checkout breakdown was also dragging down post-purchase satisfaction scores.
Three questions stood between the symptom and the fix: which step was failing, why it lined up with the iPhone launch, and what in the code was actually broken.
Basket → checkout → address → payment → review → thank-you conversion wasn't broken down by step, hiding where users dropped off.
The timing pointed to the launch, but nothing connected device traffic to a specific failure mode in checkout.
A redirect loop triggered by time-out errors was silently sending certain users into a dead end, with no alerting in place.
A step-by-step funnel analysis surfaced a time-out/redirect-loop correlation, which IT traced to a specific code defect and shipped a fix.
Broke down conversion across all 5 checkout steps to isolate exactly where users were dropping off.eCommerce funnel · step analysis
Found a high correlation between time-out errors and order failures that began right after the iPhone launch.Error logs · correlation
IT investigated the time-out pattern and discovered a code defect sending affected users into a redirect loop.Code review · root cause
Deployed the fix and confirmed conversion rates stabilized immediately, recovering through November and December.Fix deployment · validation
Pinpointing a single redirect-loop defect through funnel and error-correlation analysis turned a stubborn post-launch conversion drop into a fast, targeted engineering fix — restoring conversion above pre-launch levels.
The eCommerce journey now has visibility into conversion at every checkout step, not just the overall rate.
The approach of correlating technical error logs with funnel drop-off becomes a repeatable diagnostic for future launches.
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