Low Conversion rate?

Shopify Plus

Topic summary

A Shopify Plus merchant reports a persistent ~1% conversion rate (dropping to 0.25% at times) despite strong add-to-cart (+193%) and checkout initiation (+261%) metrics, but a 25% decline in completed checkouts. The core issue is cart abandonment at the final checkout stage.

Root causes identified:

  • Bot traffic artificially inflating metrics (now using Negate Bot Protection)
  • Incorrect product weights causing unexpectedly high shipping charges at checkout
  • Mobile performance issues: 17+ second Largest Contentful Paint (LCP) on mobile vs. solid desktop performance

Recommended solutions:

  • Speed optimization: Compress images (WebP/AVIF), implement lazy-loading, defer non-critical scripts
  • Checkout friction reduction: Display shipping costs earlier, add trust badges, enable Shop Pay one-click
  • Cart engagement: Use upsells, progress bars (“$X away from free shipping”), time-based offers
  • Analytics tools: Implement Clarity or Hotjar to track real user behavior post-bot filtering
  • Interactive features: Consider 3D/AR product viewers to reduce purchase hesitation

The merchant acknowledges multiple converging issues rather than a single problem. Discussion remains open with ongoing troubleshooting.

Summarized with AI on October 24. AI used: claude-sonnet-4-5-20250929.
1

Our site has been having a very low conversion rate. Over the last 4 years we hover around 1% when not having a sale, dropping to .25% at times.

The number do not make sense:

  • Add to cart +193%
  • Reached checkout +261%
  • Completed checkout -25%

We have checked and rechecked our checkout and everything works fine.

I have had Shopify check our checkout a few times, they found nothing wrong.

We are having a bot issue, but the low conversion rate proceeded the bot issue.

Bot Post Link

I am not looking for layout advice, we have made many cosmetic changes over time and they did not resolve the issue. We also know the issue is not with promotions.

The issue is with cart abandonment.

michaelaram.com

2

Hi @DavidWard1 ,

Your site has a low conversion rate (~1%), with a sharp drop-off at checkout despite high add-to-cart and checkout initiation. You’ve ruled out layout and promotions, and Shopify found no issues. The problem may stem from bots inflating metrics, payment failures, or unexpected fees at checkout. Tools like Clarity or Hotjar can help analyze real user behavior.

3

Thanks for the reply!

You are 100% correct, we are having a bot problem, currently using Negate Bot Protection, seems to be helping.

https://community.shopify.com/c/shopify-discussions/does-anyone-know-which-bot-this-is/m-p/3003470#M507260

Unexpected fees at checkout was also a problem, we had product weights that were very incorrect that cause crazy shipping charges.

I have determined that we have a convergence of many issues, big and small, that added up to a low conversion rate.

4

Hi @DavidWard1

I took a look at your site performance, and here’s what stood out. On desktop it’s fairly solid (around 85 score), but on mobile the performance drops to about 53. The biggest red flag is the Largest Contentful Paint (LCP) at 17+ seconds — that’s extremely high and is likely one of the main reasons people drop off at checkout. Even if the checkout works fine technically, shoppers won’t wait that long.

Here are some focused solutions based on what I noticed:

1. Mobile Speed Optimization
Most of your traffic is probably mobile, so fixing speed there should be a priority. Heavy images and render-blocking scripts are slowing down the experience. Try:

  • Compressing and serving images in next-gen formats (WebP/AVIF).

If you’d prefer to skip manual image optimization, like - Optimizer Pro Shopify app and other apps. It automates image compression and optimization—cutting file sizes by up to 80% for faster-loading pages and flawless quality, without any manual effort.

  • Lazy-loading below-the-fold media.

{{ image.alt }}

:white_check_mark: loading=“lazy” tells the browser to load these media files only when the user scrolls near them, which speeds up your initial page load.

  • Deferring non-critical scripts (tracking, pop-ups) until after page load.
    Tools like Website Speedy can automate these optimizations safely, so you don’t risk breaking checkout functionality.

:white_check_mark: This ensures scripts load after your page content, so they don’t block checkout or slow down initial rendering.

2. Checkout Drop-offs
Even if Shopify’s checkout is fine, hesitation happens because of small friction points. You can:

  • Show shipping costs and estimated delivery earlier (before checkout).

  • Add visible trust badges and payment logos (ShopPay, PayPal, GPay).

  • Enable accelerated checkout options like ShopPay one-click.
    This reassures customers that the process is quick and safe.

3. Last-Step Reassurance
Many shoppers drop at the final step if they’re unsure about trust, returns, or hidden fees. Add a small “Secure Checkout” label, progress indicator (“Step 1 of 2”), and a short note on returns/refunds right inside the checkout. This directly addresses hesitation.

From what I saw, improving mobile performance will have the fastest impact on your conversion rate. Once your pages load quicker, you’ll see fewer abandons, cleaner analytics (after filtering bots), and ultimately higher conversions. To make those fixes easier, Recommended You can check it out here: Website Speedy app on Shopify app store it’s built for Shopify and automates most of the optimizations that enhance speed up stores and reduce abandonment.

5

Hello @DavidWard1,

It’s important to look at your website from a customer’s perspective. Why do online shoppers hesitate? Often, static images and videos don’t provide enough information about size, color, or design, so many people just scroll past products. That uncertainty can lead to abandoned carts.

One idea is to let customers interact with your products digitally, for example, by placing products in their own space before buying - literally a “try before you buy” experience. Tools like 3D viewers and Augmented Reality can help increase conversions, keep visitors on your site longer, and create an emotional connection with your products. When shoppers can see how a product fits in their space, they’re much more likely to feel confident and click “buy.”

In 2025, these solutions are cost-efficient and widely accessible, and modern online shoppers really enjoy this kind of interactive experience.

6

Hey @DavidWard1

Thanks for sharing those details, I had a look at your site, and your numbers definitely point toward a cart and checkout-level drop-off rather than a traffic or design issue.

Since you’ve already ruled out technical problems and layout, the next best step would be to focus on keeping shoppers engaged once they’ve added items to the cart. A great way to do this is by suggesting complementary or frequently bought-together products right inside the cart or checkout flow. This not only increases AOV but also gives shoppers a little extra nudge to complete their order.

Adding subtle incentives like progress bars (e.g., “You’re $20 away from free shipping”), time-based offers, or bundled suggestions in the slide cart or drawer cart can really help reduce abandonment.

If you don’t already have something in place for this, I’d suggest using a tool like iCart, which lets you manage all of those tactics, upsells, cross-sells, progress bars, and countdowns in one place. It’s lightweight and doesn’t require stacking multiple apps.

With your kind of brand and traffic, even a small improvement at that stage can make a noticeable impact.

7

@DavidWard1 Hey this looks like a deep cart abandonment issue rather than layout or promotion. I can audit your store funnel, checkout behavior, and tracking setup to identify where the real drop-off happens and fix it for better conversions