Host: Sean Barber - https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I'm joined by Alun Lucas, Managing Director at Zuko Analytics — a form and checkout analytics platform helping businesses understand exactly where and why users are dropping out.

We look into one of the most overlooked areas of digital marketing: what happens after you've driven traffic to your site. Because if your form or checkout is broken, frustrating, or just poorly designed — all that spend is wasted.

Alun shares his thoughts on:

- Why most organisations treat forms as an afterthought and pay the price

- The checkout fields that consistently cause the most drop-off

- How accessibility issues hurt everyone, not just users with disabilities

- Why AI agents are the next frontier for form optimisation

Topics covered include:

- The three most common high-level form problems: bad UX, intrusive questions, and poor expectation management

- Why password fields have the highest drop-off rate of any form field

- Countdown timers, CAPTCHAs, and other checkout killers

- Single-step vs multi-step forms & when to use each

- Mobile vs desktop behaviour and why forms built on big screens fail on phones

- The discount code field: how a single box can lose you 1 in 4 customers

- Phone numbers, shipping costs, and the other top checkout abandonment triggers

- Accessibility for screen readers, older users, and low-vision visitors

- Shopify checkout restrictions — and what you can still optimise

- How AI agents interact with forms differently to humans — and what to do about it