Checkout Funnel · Safe Stop

Checkout · How we can now see it

Every step is now a checkpoint we can watch.

Safe Stop sells secure truck parking, and the reservation is completed off the website on Wayleadr. Each screen of that checkout, choosing a time, entering a name, adding a phone, a license plate, then paying, has its own web address, and GA4 records a view every time a driver reaches one. So without building a single new piece of tracking, we can count how many drivers arrive at every step and measure exactly where the drop-off happens. This report uses every day of data since that tracking went live, June 8 to July 17, so the pattern is stable and not a one-week blip.

GA4 property 518435526 · reservations complete on park.wayleadr.com · unique users per screen · Jun 8 to Jul 17, 2026 (40 days) · currency USD

1,071

Drivers start checkout

Booking starts, 40d

~19%

Complete a booking

291 reservations

62%

Leave on screen 1

Biggest single drop

90%

Of checkout is mobile

Booked from the cab

Screen counts are unique drivers reaching each page in GA4, across every day since Wayleadr tracking went live on June 8. About 1 in 5 of the 1,071 who start actually book, 291 reservations, measured start-to-purchase. The window runs up to and just past the July 15 price change, so it is the full baseline we now measure improvement against.

The story

Two screens at the start, one at the end.

Almost all of the drop-off happens in three places. The rest of the checkout holds onto drivers remarkably well.

01 · Screen 1

-62%

The price screen

Of 1,071 drivers who start, only 404 move past the first screen. This is where the driver picks a duration and the full price appears as an "Estimated Total," so most leave on price before entering a single detail.

02 · Screen 2 to 3

-51%

The phone step

After name and email, a separate screen asks for a phone number, and agreeing to receive text messages is required to continue. Half of the drivers who got that far leave here, 404 down to 198. It is friction sitting in the middle of the flow.

03 · Payment

-39%

The card screen

Drivers who reach payment are committed, but 167 reach it and 102 finish on this path. Manual card entry with no Apple Pay or Google Pay is the last thing standing between intent and a booking.

The funnel

From first screen to booked.

Every screen in the Wayleadr checkout, and how many drivers reach it. The number under each bar is how many of the previous screen's drivers carried on, so you can read the drop-off screen by screen.

1,071

Start checkout

Screen 1 · price

404

Enter contact info

38% carry on

167

Reach payment

16% of starts

102

Booked on this path

10% of starts

Drivers reaching each checkout screen

Unique drivers · 30 days

Checkout screen	Drivers	Carried on	Step drop
1 · Choose time & duration (price shows here)	1,071	—	start
2 · Name & email	404	38%	-62%
3 · Phone & text alerts	198	49%	-51%
4 · License plate	189	95%	-5%
5 · Review & terms	176	93%	-7%
6 · Payment	167	95%	-5%
7 · Booked (on this path)	102	61%	-39%

Read the funnel by where drivers leave, not by the final number. About 1 in 5 drivers who start actually book: 291 reservations over the 40 days. The 102 on this path is lower because returning drivers rebook on a faster saved-card screen that skips these steps, so it undercounts completed bookings. The value of this view is not the bottom number, it is seeing precisely which screens lose the new driver, and three of them stand out.

Where they leave

Three screens do almost all the damage.

Counted as drivers lost, the checkout leaks in three places. The first screen alone loses more drivers than the rest of the funnel combined.

Drivers lost at each stage

Drivers lost

Screen 1 loses 667 drivers, more than every other stage combined.

The two biggest leaks are at the very front, and both are things a driver decides in seconds. Screen 1 is a price decision: the driver picks a duration, sees the total, and leaves. Screen 3 is an effort decision: a whole screen just for a phone number and a text-alert opt-in. Neither is about the parking itself, which is why lowering the price and shortening the flow are the two highest-leverage moves. We walked the live checkout on July 17 to confirm it: the full price shows as an "Estimated Total" on the very first screen, and the phone step requires opting in to text messages before a driver can move on.

The good news

The middle of the checkout barely leaks.

Once a driver is past the phone step, they almost all push through to payment. That is the signal that the demand is real and the fields themselves are not the problem.

95%

Keep going at plate

Screen 3 to 4

93%

Keep going at review

Screen 4 to 5

95%

Reach the card screen

Screen 5 to 6

90%

Of the funnel is mobile

Booked from a phone

→

Screens 3 through 6 hold onto 84% of the drivers who enter them. A driver who gets past contact information almost always makes it to the payment screen, license plate and terms cost almost nothing. That is good news: the friction is not buried across a dozen small fields, it is concentrated at the price screen, the phone screen, and the final card entry. Fix those three and the whole funnel moves.

What's next

One change to measure, three to consider.

This funnel is the baseline. A price adjustment already went in, so the first job is simply to measure it. The rest are suggestions, each aimed at one of the three leaks, for the team to weigh.

To measure · Screen 1

See if the price change lifts screen 1.

The first screen loses 62%, and it is where the driver sees the total. A price adjustment went in on July 15 (now under $25 a day). We are not claiming that fixes anything yet, the honest next step is to watch whether more drivers get past screen 1 now that the number is lower. This report is the before; the next one shows the after.

What to watch: Screen 1 retention, the share of starts that reach the name and email step.
Why it is the cleanest read: Screen 1 is a pure price decision, so a move there points back to the price.

● Baseline set · measure after the change

Suggestion · Screens 2 to 3

Shorten the flow.

A separate screen just for a phone number and a required text opt-in loses another half of the drivers. Folding the contact fields together, fewer screens to abandon on, is the kind of change that would target this leak. It would sit on the Wayleadr side.

Aimed at: The 206 drivers lost at the phone step.

● Suggestion · Wayleadr

Suggestion · Payment

Add one-tap wallet pay.

We confirmed the checkout offers only manual card entry today, no wallet option, and 40% of the drivers who reach it drop. Apple Pay and Google Pay would turn that into a single tap and autofill the details. A Wayleadr-side change worth putting forward.

Aimed at: The 65 drivers lost at the card screen.

● Suggestion · Wayleadr

Suggestion · Our side

Retarget the drop-off.

Every driver who started and left is a warm audience. We could retarget them on Meta with the lower-price message and widen the retargeting pool, so more of the near-misses come back to finish. This one is ours to run if we decide to.

Aimed at: The drivers who leave before booking.

● Suggestion · our side

The next chapter

Now we know exactly where to push.

The demand is real: drivers who get past the first two screens almost all reach payment. The whole battle is three screens, the price, the phone step, and the card entry. A price change already went in, so this funnel is the baseline to measure it against. The next report shows whether screen 1 held more drivers, and points to where to go from there.