For E-commerce
Traffic arrives and little of it buys. This finds exactly where they leave.
For store owners with real, paid-for or earned traffic and a conversion rate that will not move, who need to know which specific screen, on which specific device, is costing them the sale before anything gets changed.
Every engagement is directed by a technical specialist and reviewed before delivery.
What this is
The Ecommerce Conversion Diagnostic finds the exact points where your store loses buyers, from the product page through the cart to the final checkout step. A specialist walks your real purchase path the way a customer does, on mobile and desktop, and measures where people drop and why, a product page that never answers the buying question, a cart that hides shipping until the last screen, a checkout that forces an account, a slow page on the phone most of your traffic is actually using. The documented average cart abandonment rate is 70.22 percent, and the research says most of that loss is mechanical and findable, not a mystery. The result is a ranked map of every leak, ordered by revenue at risk against effort to fix, with the reasoning behind each call. If the diagnostic surfaces no actionable finding, you owe nothing.
The problem
Why ecommerce stores lose here
Your traffic arrives. The sessions are real, your ad spend or your search work is doing its job, people are landing on your product pages. And then the number that matters barely moves. A few buy. Most look, drift, and leave, with no clear read on which screen lost them or why.
The usual response is guessing: a button color changes, a headline gets rewritten, a badge gets added, the price drops, and nothing shifts in a way you can trust, because the actual leak was never located. The Baymard Institute, from a decade of large-scale checkout testing, puts the average cart abandonment rate at 70.22 percent, and finds the leading causes are structural, not persuasion failures: costs revealed too late, a forced account requirement, a checkout longer and more hostile on the phone where most traffic actually is.
Small and mid-size stores are the least likely to see any of this clearly. The median online store has no dedicated data or conversion team watching a funnel report daily, so the loss simply reads as "traffic that did not convert," with nothing pointing at the specific device, screen, or step responsible.
The evidence
What the numbers show
The average documented cart abandonment rate is approximately 70.22 percent, aggregated across 50 separate abandonment studies.
established Baymard Institute, Cart Abandonment Rate Statistics, 2026.
Unexpected extra costs at checkout are named as an abandonment reason by roughly 39% of shoppers; forced account creation by roughly 24%.
established Baymard Institute, cart-abandonment reason survey.
The average large e-commerce site can gain roughly a 35.26% increase in conversion rate from checkout-usability improvements alone.
established Baymard Institute, Checkout Usability research program.
Mobile accounts for roughly 62% of e-commerce traffic, while only about 42% of mobile sites currently pass all three Core Web Vitals thresholds.
emerging Industry benchmark aggregations against Google's published Core Web Vitals standard, 2024 to 2026.
How it works
The work, made checkable
- 01
Walk your real purchase path, on the devices your buyers use
A specialist moves through your product page, cart, and checkout the way an actual shopper does, on mobile and desktop, recording exactly where friction, confusion, or a technical failure appears.
- 02
Measure against the documented causes, not a hunch
We check for the leading, evidence-backed abandonment causes directly: late-disclosed costs, forced account creation, excessive form length, and mobile-specific performance failures against Core Web Vitals thresholds.
- 03
Rank every finding by revenue at risk
Every leak is scored against how much revenue it is estimated to cost and how hard it is to fix, so the first change made is the one most likely to actually move the number, not the easiest or the most interesting one.
- 04
Document the reasoning, not just the finding
Every item in the ranked map comes with the evidence behind it, what was observed, on what device, and why it matters, dated and stamped, so the diagnosis is checkable rather than asserted.
- 05
Hand off a plan you can act on immediately
The output is a ranked, written map you keep, usable whether you fix it yourself, hand it to a developer, or move into a scoped conversion-optimization project with us.
Included
What is delivered
- A full walkthrough of your product page, cart, and checkout on both mobile and desktop.
- Findings checked against Baymard's documented abandonment-cause research: cost disclosure, account friction, and form length.
- A Core Web Vitals read of your checkout and key product pages against Google's real-user thresholds.
- A ranked map of every finding, ordered by revenue at risk against effort to fix, with the reasoning behind each ranking.
- A dated, specialist-written report you keep, stamped with the devices, browsers, and pages it was run against.
The outcome
What it moves
- A ranked, written map of every leak in your purchase path, ordered by revenue at risk against effort to fix.
- A clear answer to whether your loss is concentrated in the product page, the cart, or checkout, and on which device.
- Findings checked against the documented, evidence-backed causes of cart abandonment, not a guess or a generic checklist.
- A specific read of your mobile checkout performance against Core Web Vitals thresholds, where roughly 62% of e-commerce traffic now happens.
- A plan you can act on immediately, whether in-house, with your developer, or through follow-on work with us.
Straight answers
Questions
How is this different from just running an A/B test on my checkout?
An A/B test requires already knowing what to test, and testing the wrong element wastes traffic and time. This diagnostic finds and ranks where the actual leaks are first, on your real purchase path, so any test or fix that follows is aimed at the thing actually costing you revenue.
What happens if you find no actionable issues?
If the diagnostic surfaces no actionable finding, you owe nothing.
We already know our checkout abandonment rate. Why do we need this?
Knowing your abandonment rate tells you that a leak exists. It does not tell you which specific screen, device, or step is causing it, or how much revenue each specific cause is costing. The rate is a symptom; this diagnostic is the diagnosis.
Can you guarantee a specific conversion lift after this?
No. The diagnostic itself does not change anything, it finds and ranks what to change. Baymard's 35.26 percent figure is a corpus-level average across large sites it has studied, not a promise for any individual store. We report findings and their supporting evidence, never a guaranteed lift.
Provenance
Sources
- Baymard Institute, Cart Abandonment Rate Statistics and Checkout Usability research program, 2026, baymard.com (established)
- web.dev, Core Web Vitals thresholds, 2024 to 2026 (established)
- Industry benchmark aggregations, mobile traffic share and Core Web Vitals pass rate, 2026 (emerging)