Why this matters
A low conversion rate does not have one universal cause. Traffic quality, product-market fit, price, trust, delivery and usability can all influence whether a visitor becomes a customer.
Look for evidence across the journey
- Compare traffic sources and landing-page intent.
- Check product discovery and add-to-cart behaviour by device.
- Review price, delivery, returns and trust information.
- Inspect checkout errors, payment failures and unexpected costs.
How to review it
Test the journey with realistic products and tasks rather than reviewing an ideal screen in isolation. Include mobile and desktop, unavailable options, validation errors and the less common cases that often reveal where a template breaks down.
Use analytics to identify where behaviour changes, then review the interface to understand what may be creating uncertainty or unnecessary effort.
A practical next step
Keep the review grounded in your store
Use your own analytics rather than treating 97% as a benchmark. The useful question is where qualified customers stop and what information or interaction is missing there.
Use this guide as a starting point, then test the recommendations with real products, customers and analytics data. Platform defaults and general benchmarks cannot replace evidence from your own buying journey.