Huge drop from "Reached Checkout" to "Completed Checkout"

Store Feedback
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Topic summary

Main issue: A new Shopify store selling hand-painted press-on nails reports strong interest but zero completed purchases after checkout is reached. Metrics (last week): 1,502 sessions, 99 ATC (Add to Cart, 6.59%), 54 reached checkout (3.60%), 0 completed (0%). Store owner tested checkout and reviewed session recordings (Vitals), suspects real traffic, and notes competitive pricing/shipping.

Key hypotheses raised:

  • Trust/social proof gaps: Add reviews, testimonials, and UGC (user-generated content).
  • Checkout clarity/friction: Verify payment options, return policy visibility, and load speed; simplify steps.
  • Shipping/returns transparency: Make terms clear and consistent across site.
  • Mobile UX: Ensure fast, responsive, intuitive flow.
  • Urgency: Use limited-time offers or stock cues carefully.

Specific site issues flagged:

  • Top banner scroll direction makes messaging hard to read.
  • Conflicting discounts: Code mentioned despite auto-apply; code value exceeds “buy 2/3” offers, causing confusion.
  • Tip at checkout may deter early buyers.
  • Inconsistent free-shipping threshold between site, cart drawer, and checkout; shipping costs appear unexpectedly.

Suggested actions: Audit and standardize promotions, fix banner copy/behavior, remove tip for now, align free-shipping logic and messaging, and strengthen trust signals. Status: unresolved; owner seeking further feedback.

Summarized with AI on December 11. AI used: gpt-5.
1

Hi,

I start selling my hand painted press ons on Shopify recently, the price and the product should be very competitive in comparison with other competitors - I was a designer for another brands before.

But my conversion rate is just terrible. My last week conversion break down is as follows:

Sessions: 1502
ATC: 99 (6.59%)
Reached Checkout: 54 (3.60%)
Complete Checkout: 0 (0%)

My RC → Purchase is 0/54. I tested by making some orders, using incognito, etc…, it is fine, my shipping fee is very affordable for worldwide shipping - lower than my competitors.
I installed Vitals to see the screens of the visitors, they seemed to show interest and stayed on the website long, definitely not bot.

What did I do wrong? I was very focused on making good products but the data hit my confidence really hard

My store is: https://craftednail.com/

Any feedback is very appreciated.

2

Hi there,

First off, thank you for being so open — and please don’t let this data hit your confidence too hard. What you’re experiencing is actually very common for new stores, even with great products and fair pricing.

You’ve done an amazing job on the creative side — being a designer clearly shows in your product. But conversions often hinge on a few critical things beyond the product itself:

  1. Trust & Social Proof – Do you have clear reviews, testimonials, or UGC (user-generated content)? Shoppers need to trust your brand quickly.
  2. Clarity in Checkout – If people reach checkout and drop off, something there might be confusing, missing, or causing hesitation (e.g. payment options, return policy, slow load, etc.).
  3. Shipping & Returns Transparency – Even if your fees are low, is the policy clear and visible upfront?
  4. Mobile Experience – Many shoppers are mobile; make sure everything’s responsive, fast, and intuitive.
  5. Urgency & Scarcity – Try using limited-time offers or stock levels to encourage quicker decisions.

You’re clearly doing many things right — 99 ATCs is a good sign. Let me know if you’d like help analyzing it deeper or optimizing the checkout flow. You’ve built something beautiful — now it’s just about fine-tuning the experience.

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3

Couple things. Your top banner is going left to right so I’m having to read backwards. Why bother with telling ppl discount code blackfriday, when it’s automatically applied? Also, that discount code is more than the buy 2 buy 3 codes, so it’s just confusing to to see all the discounts. I would also personally refrain from the tip at checkout until you get some substantial sales. Your site says free shipping over 69, and the cart drawer has a different amount for free shipping, but when checkout there is shipping cost.