Hi @Kenneth2014 ! I’m Tracy from BON Loyalty, the top-rated Shopify loyalty app.
Thanks for sharing your question and providing those detailed metrics! First off, it’s great to see that you have a decent Add to cart ratio—this shows your product and website are doing a good job of capturing interest. However, the significant drop-off between ATC, Initiate checkout, and Purchases is a common challenge many stores face. It’s important to know that this is perfectly normal, as customers often take time to weigh their decisions. Let’s break it down and focus on a few key strategies that you can start with.
Why customers drop off between ATC and Checkout
Here are some common reasons why shoppers might hesitate:
1/ Hidden costs at checkout: Unexpected fees like shipping or taxes can feel like a deal-breaker. If customers are surprised by extra costs, they’re more likely to abandon their purchase.
2/ They expect discounts: Many shoppers intentionally leave items in their cart hoping for a follow-up discount or free shipping offer. If your store sends these emails, they may be waiting for one.
3/ They’re thinking it over: Adding to cart is a way for customers to signal interest, but deciding to buy involves more consideration. Maybe they’re comparing your prices to competitors, double-checking their budget, or waiting to see if they truly need the product.
How to make improvements
1/ Be upfront about costs: Avoid surprises by showing total costs, including shipping and taxes, as early as possible. Adding a shipping calculator on product pages or showing estimated costs in the cart can help set clear expectations.
2/ Use friendly cart abandonment email: If someone leaves their cart, send them a reminder email. Keep it light and engaging—something like, “Your favorites are still waiting!” Adding a small incentive, like 10% off or free shipping, can be a great motivator.
3/ Simplify your checkout: Streamline the process. Allow guest checkouts, minimize the number of steps, and ask only for essential information. Focus on removing unnecessary fields and reducing distractions to make the experience as smooth as possible.
Tools to help you learn and improve
1/ Heatmaps and session recordings: Tools like Hotjar or Lucky Orange can show you where customers are hesitating or dropping off during the checkout process. This gives you a clear picture of what’s causing friction.
2. A/B testing: Try different versions of your checkout page to see what works best. For example, test different button texts like “Place Order” vs. “Complete Purchase,” or experiment with layout changes.
3/ Ask for feedback: Use tools like Typeform or Google Forms to embed a simple one-question survey in your abandonment emails. Ask something like, “What prevented you from completing your purchase?” to gather direct feedback. These insights can help identify specific issues your customers face. After someone abandons their cart, consider a short survey asking why they didn’t finish. Even one or two open-ended responses can reveal a lot.
The drop-off from Add to Cart to Checkout is something almost every store faces, but the good news is that it’s manageable with the right steps. By being transparent about costs, simplifying your checkout process, and using tools to analyze and test improvements, you can make the experience smoother and drive more conversions. Let me know if you’d like a closer look at your site or any additional feedback.
If you find these suggestions helpful for you, please let me know by giving BON Loyalty a ‘LIKE’ or marking it as a ‘SOLUTION’. 
Cheers,
Tracy | BON Loyalty team
