05 Product interest → cart
Does the product page answer the buying question? We review reasons to buy, images, price presentation, availability and reviews. Metric: add-to-cart rate or PDP conversion rate.
Capability · Conversion in the shop
Conversion in the shop: from product interest to paid order.
Product page, cart, checkout, payment, order, repurchase: at every transition, money your shop has almost earned can be lost. We review these transitions along the path of the money with your shop data and prioritize by expected impact on contribution margin, effort and feasibility.
Analyze my shop
An earlier station is not automatically more important. Your numbers decide which transition comes first.
Where we start · stations on the path of the money
Six transitions between interest and account.
04 Cart → checkout
Are shipping costs, delivery time and thresholds shown early and clearly? Metric: cart-to-order rate.
03 Checkout → order
Unnecessary fields, missing payment methods, trust gaps or technical errors. Metric: checkout completion rate.
01 Payment → booked revenue
Failed authorizations, chargebacks and unnoticed errors. Metric: payment failure and error rate.
02 Order → delivery
Wrong availability, cancellations and delivery problems cost revenue that was already there. Metric: cancellation and error rate per order.
06 First purchase → repurchase
Is there a trigger and post-purchase communication? Metric: repeat purchase rate.
Assessment
Revenue, conversion rate and contribution margin are three different things.
A higher conversion rate through more discounting can lower contribution margin. That is why we evaluate every measure by what is left after cost of goods, payment fees, shipping, returns and marketing. We use A/B tests where traffic and orders are enough for a reliable conclusion; otherwise we work with clearly marked hypotheses and before/after measurement.
Illustrative example, not a customer case
Suppose a shop sells travel bags.
Observation
Visitors add products to the cart but drop off as soon as shipping costs appear.
Station
04 Cart. To review: cost transparency, shipping threshold and cart-to-order rate.
Assessment
That is a hypothesis, not a promise of results. Whether the lever is economically relevant is shown only by each shop’s own data.
Documented projects
Checkout, purchase barriers and conversion value – three projects
Three published projects related to purchase barriers and conversions in online sales. Figures per case study; they don’t prove an increase in contribution margin.
All figures come from the linked case studies and refer exclusively to the projects and periods described there.
Learn more
These pages lead on
- The path of the money – e-commerceAll ten stations with goal, metric, typical problems and levers.Open
- Increase conversionThe use case for shops: more orders from existing traffic.Open
- Google Ads for E-CommerceSteer ready-to-buy demand (Station 08) by contribution margin instead of just ROAS.Open
- Increase customer valueRepurchase and basket value (Stations 06 and 07).Open
Frequently asked questions
Clearly answered.
Do you work on cart and checkout of online shops?
Yes, that is a focus: product page, cart, checkout and payment are stations 05, 04, 03 and 01 on the path of the money. We analyze the transitions with your shop data, prioritize measures and, depending on the agreement, implement them ourselves or support your team or your shop agency. We set the exact scope after the initial consultation.
Can each measure be booked as its own package?
No. We don’t claim that every individual service exists as a finished product. Which work makes sense follows from prioritization – after that we agree on scope and responsibilities.
Which shop system do you work with?
We look at data and transitions first, not at the system. We implement technical changes within the agreed scope or coordinate them with your development team.
Do you run classic A/B tests?
If traffic and orders are enough for a reliable conclusion, yes. Otherwise we measure changes against the previous state and openly flag what is still a hypothesis.
What if we are actually winning B2B inquiries?
For inquiry-based businesses there are dedicated pages, such as Sales and pipeline analysis. This page describes conversion in the online shop.
Matching services
