Where sales are lost.
THE KEY POINTS OF LOSS
Product page to cart Cart to checkout Within the checkout
THE PRODUCT PAGE
Must answer the question that prevents purchase: sizing, compatibility, contents, delivery.
THE CART
Show delivery cost before checkout.
Revealed at the final step is the largest cause of abandonment.
THE CHECKOUT
Guest checkout allowed Fields minimised Payment methods they have Works on mobile data
WHAT TO TEST MONTHLY
A complete purchase on your own phone, on mobile data.
WHAT ELSE AFFECTS SHOP CONVERSION
Trust signals: address, phone, policies
Stock availability shown clearly Realistic delivery timescales
WHAT TO MEASURE
The proportion of visitors reaching checkout, and the proportion completing.
WHERE TO FIX FIRST
The checkout, always.
A visitor there was almost a customer.
