Why is my conversion rate dropping despite high add to cart percentage?

Why is my conversion rate dropping despite high add to cart percentage?

iamkhushi
Visitor
1 0 0

My store vastravalijaipur.com operates only in India. Our category is traditional wear Indian clothing. Our users/. shoppers are 97% mobile.

 

Looking to get feedback on our analytics observations:

  1. Session to AddToCart = Only 10% sessions lead to add to cart stage

    1. eg 10,000 people visit website - 1000 people add products to cart

  2. AddedToCart: Checkout page is just 50% i.e. if 100 people add products to cart, only 50% people reach/ go to check-out page

    1. eg 1000 people added products to cart, only 500 reach checkout page

  3. Checkout page to actual transaction - Only 30%

    1. eg 500 people of checkout page; only 150 people actually make a purchase.

So technically, our conversion is only 1.5% overall

 

Reply 1 (1)

Yvonne_Yoast
Shopify Partner
97 5 9

Hi @iamkhushi

 

Here are some insights and suggestions that might help improve your conversion rates:

  1. Session to Add to Cart (10%):

    • Visibility and Call to Action: Ensure that the "Add to Cart" button is prominent and easily accessible on your product pages. According to the Ecommerce checklist, it's crucial that this button stands out.
    • Product Information: Make sure all necessary product information, including stock availability, is clear and upfront. This can help in managing customer expectations and encouraging them to add items to their cart.
  2. Add to Cart to Checkout Page (50%):

    • Shopping Cart Overview: Improve the shopping cart overview by including product images, prices, shipping costs, and security signs as suggested in the checkout page UX tips. This can help reassure customers and encourage them to proceed to checkout.
    • Simplify Navigation: Ensure that the transition from the cart to the checkout page is smooth and intuitive. Any unnecessary steps or complicated navigation can lead to drop-offs.
  3. Checkout Page to Transaction (30%):

    • Checkout Process: Simplify the checkout process as much as possible. A complicated checkout process is a common reason for cart abandonment, as noted in the shopping cart abandonment article.
    • Payment Options: Clearly display available payment methods early in the shopping process to avoid surprises at checkout.
    • Trust Signals: Use security signs and testimonials to build trust with your customers during the checkout process.

Overall, your conversion rate of 1.5% is not uncommon in eCommerce, but there is room for improvement by optimizing each stage of the customer journey. Consider conducting user testing or surveys to gain more insights into specific pain points your customers might be experiencing.

 

I hope this helps and good luck with your store!