Hello, our Shopify site has been online for roughly 5 years, we do several million dollars in sales each month and our traffic is, on average 1M visits per month. I’m sharing this so you are aware of the large sample size.
Recently we’ve been seeing an anomaly in our metrics where the Conversion Rate has dropped dramatically without any changes to the site, it seems to coincide with a sudden increase in the ‘Reached Checkout’ in fact, that value has slowly become 2X higher than the add to bag value. This means for every person who adds to the bag, reaches checkout twice. It makes no sense, we do not have a ‘buy it now button’ or anything set up to bypass the cart page, and I can’t find anyone else talking about or experiencing this issue. Bounce rate has also increased dramatically in the saming timing up to almost 95% (record highs for our site, usually 60% or less)
It began roughly in the beginning of January 2024 after having normal metrics for the prior 5 years of business with ‘reached checkout’ always being lower than add to bag.
If anyone here has any insight as to what could be causing this it would be greatly appreciated. I should note, we are recording user sessions using Hotjar but unfortunately, the recordings stop automatically before the checkout page so we are unable to monitor users on that page to troubleshoot. However we have not been able to replicate any issues whatsoever with the checkout flow or user journey on our numerous devices and browsers.
I’ve attached a video showing the progression of these metric anomalies. Not sure why Shopify doesn’t allow screenshots.