1. A site that is slow where it counts
Nobody abandons because the home page takes 300 ms too long. People abandon on the product page that reloads its images and on the cart that drags. So we measure speed step by step through the funnel, not on average — and we optimise first the pages that absorb paid traffic.
2. Costs discovered on the last screen
Shipping that appears at the payment step is the best-documented cause of abandonment. Showing costs and delivery times from the product page costs one line of code and wins back conversion points. If your margin doesn't allow free shipping, a clear threshold ("free over €60") also raises average order value.
3. Mandatory account creation
Guest checkout isn't an option, it's a standard. The account is offered after the purchase, when the customer has a reason to want one: tracking their order, earning loyalty points, reordering in one click.
4. Too many form fields
Every checkout field must justify its existence. Address autocomplete, card-type detection, optional phone number: on our stores, every field removed shows up directly in the completion rate.
5. No reassurance at the moment of payment
Secure payment, returns, guarantees, reviews: at the moment of reaching for the card, the customer is looking for reasons to trust you. That is where optional guarantees and verified reviews work hardest. A serious CRO audit puts a number on each of these frictions using your real data — which is literally what we offer in the free audit.