User Journey Mickael Rutembya · Customer Value Journey

Stage 4 — Convert

User Flow Atlas

CVJ Stage 4 (Ryan Deiss): the lead becomes a first-time customer. This stage maps quote requests, calculator deposits, Stripe checkout flows, form completion rates, and conversion rate optimisation levers.

Journey stage

Convert — the lead becomes a customer

« I am convinced this service delivers value. I am ready to pay — I need a clear quote, a simple checkout, and confidence that my payment is secure. »

SEO signals for this stage

SignalCurrent statusSource
Quote request rate⚠️ Low volume — contact form is primary conversion pointwebsite-audit-2024-03-19.md:93
Calculator completion rate⚠️ Multi-step form may drop users at step 3userflow/calculator-deposit-userflow.html
Stripe Checkout completion✅ Stripe-hosted checkout reduces frictionbilling/views.py
Payment success rate✅ Webhook settlement confirms successful paymentsbilling/webhooks.py
Cart abandonment⚠️ No recovery email flow for abandoned checkoutswebsite-audit-2024-03-19.md:94
Trust signals on checkout✅ Stripe branding, HTTPS, privacy policy linktemplates/product_detail.html
Form field count✅ Optimised to essential fields onlytemplates/contact.html

Convert-stage userflow map

Convert-stage flows — click a node to open the detailed userflow.userjourney
flowchart LR SUB3["Subscribed Lead"] --> CALC["/outils/calculator/"] CALC --> DEPOSIT["/outils/calculator/depot/"] DEPOSIT --> STRIPE["Stripe Checkout"] STRIPE --> RETURN["/paiement/retour/"] STRIPE --> CANCEL["/paiement/annulation/"] RETURN --> ENTITLE["Entitlement granted"] CANCEL --> CALC CALC --> CONTACT["/contact/"] CONTACT --> LEAD["Lead created"] LEAD --> QUOTE["Quote generated"] QUOTE --> PAYLINK["Owner payment link"] PAYLINK --> STRIPE click CALC "http://localhost:8000/outils/calculator/" "Open Calculator" click DEPOSIT "http://localhost:8000/outils/calculator/depot/" "Open Deposit" click CONTACT "http://localhost:8000/contact/" "Open Contact" click STRIPE "https://stripe.com" "Stripe Checkout" click RETURN "http://localhost:8000/paiement/retour/" "Open Return"

Userflow mapping

UserflowRouteConversion role
Calculator deposit →/outils/calculator/depot/5-step mission form → quote → deposit payment — primary conversion path
Contact & qualification →/contact/Free-form message or structured qualification — lead capture
Product purchase →/ressources/produits/<slug>/Catalogue → checkout → Stripe → entitlement — e-commerce conversion
Office Hours seat →/ressources/office-hours/<slug>/Session detail → payable tier checkout — event conversion
Owner-issued payment link →/owner/paiement/<ref>/Owner mints payment link → buyer pays — custom conversion

SEO actions for Convert stage

ActionOwnerPriorityStatus
Implement abandoned checkout recovery emailsBackend (Elena)High❌ Pending
Add trust badges (Stripe, SSL, testimonials) on checkout pagesFrontend (Sarah)High✅ Partial
Reduce calculator form drop-off with progressive disclosureUI/UX (David)Medium⚠️ In progress
Implement one-click re-order for returning customersBackend (Elena)Medium❌ Pending
Add social proof (testimonials, case studies) near CTAsContent (David)High⚠️ Partial
Optimise Stripe Checkout return/cancel flows for SEOFrontend (Sarah)Low✅ Done

Flow scenario

Scenario C1

CTO completes calculator deposit and pays

Trigger

  • Subscribed lead returns to the calculator with a specific mission in mind
  • Visitor states professional email, passes domain check
  • 5-step mission form completed in 4 minutes
  • Public quote generated and confirmed

Experience

  1. Quote shows transparent pricing with breakdown by specialist rate and coefficient.
  2. Visitor clicks "Confirm interest" → redirected to Stripe Checkout.
  3. Stripe Checkout is fast, mobile-optimised, and shows trust badges.
  4. Payment succeeds → webhook fires → entitlement granted.
  5. Visitor receives personal delivery link via email.

Trust and safety rules

  • Stripe Checkout is always served over HTTPS with valid certificate — no mixed content.
  • Payment pages never collect raw card data — Stripe handles PCI compliance.
  • All prices are shown upfront before any personal data is collected.
  • Privacy policy and terms of sale are linked on every checkout page.
  • Webhook endpoints verify Stripe signatures — no forged payment confirmations.

Result states

StateWhat the visitor seesWhat happens next
Form abandonedVisitor leaves calculator mid-formNo conversion — optimise form length and progress indicator
Quote generatedVisitor sees public quote but does not confirmFollow up via email — add retargeting CTA
Checkout startedVisitor reaches Stripe Checkout but does not payAbandoned checkout recovery email sent
Payment successfulVisitor completes Stripe paymentWebhook fires → entitlement granted → delivery email sent
Payment failedVisitor sees Stripe error messageVisitor can retry or contact support — no data loss