I’m trying to troubleshoot my store’s plummeting conversion rate. In the past, it hovered around 2% and has now fallen to around 0.5% as can be seen below. This is my first time truly analyzing my sales funnel and I was hoping to get feedback on what normal drop-off rates between stages of the funnel are and how I can improve overall conversion. To me, an 80% drop-off between reaching checkout and actually purchasing seems insanely high. Any help is appreciated.
Hi @BCR27
An 80% drop-off from checkout start to purchase is much higher than the typical 20–40% seen in most e-commerce stores, and usually points to friction in the final step.
Common causes include unexpected costs (shipping, taxes), complicated checkout flows, limited payment options, trust issues, technical glitches, or poor mobile experience.
To improve, you can try to simplify the checkout process, show all costs upfront, offer guest checkout and accelerated payment methods, add trust signals, and test the flow, especially on mobile to ensure it’s fast and error-free.
Also, can you provide me with your store URL so I see where you can improve?
The funnel is strong up until they reach checkout, so something must be scaring them off at that point. If it changed suddenly, it may be some sort of error from an update somewhere, but that’s relatively unlikely. It may also be:
- Shipping costs too high
- Something causing a lack of trust
- A discount not triggering as expected
Without more info, it’s impossible to be sure. It could even be related to the traffic you’re driving.