Every store has a leaky step. The trick is finding the one that costs the most, not the one with the scariest percentage.
Measure drop-off in dollars, not percent
A 60% drop between product view and add to cart sounds worse than a 20% drop at payment. But shoppers who reach payment carry far more intent and cart value. Multiply the number of shoppers lost at each step by the average cart value at that step to see what is really at stake.
Split by device
Mobile and desktop funnels behave very differently. A shipping step that works well on desktop can lose half of mobile shoppers because costs appear late or the form is hard to complete on a small screen.
Common fixes that work
- Show shipping costs or a free-shipping threshold on the product page.
- Offer guest checkout and fill addresses automatically.
- Add the payment methods your customers already use, such as wallets and buy-now-pay-later.
- Reduce form fields to the minimum.
Measure the result
After a change, compare the same funnel step for the two weeks before and after. Look at the step conversion rate and the revenue recovered, and keep an eye on average order value so you do not trade one problem for another.
FCAnalytics builds these funnels automatically and sizes every leak in dollars, so you can start with the fix that pays back the most.