From visit to order: where you're losing customers
Knows how to follow the full path from the moment someone lands on the site to the moment they pay or book, find the step where you lose the most people, and choose what to fix first each month instead of just looking at total visits.
You look at this month's visits and can't tell if they're good or bad. They go up, and you don't sell more. They go down, and orders don't change either. The number you check every day tells you nothing about what happens between the moment someone lands on your site and the moment they pay or book: whether they leave the second they arrive, whether they open a product page and bounce, whether they start checking out and abandon halfway through.
This course rebuilds that path step by step. You start by calculating the percentage of people who come in and end up paying, and you pick the three or four stops along the way that you'll track every month. Then you dig into the stretch where you usually lose the most people, the cart or booking that gets left half done, decide whether the final price scares people off or should be shown earlier, and separate what happens on mobile from what happens on desktop. You finish with a single change decided for this month: the one that brings back the most people, not the one that sounds best in a report.
This is for anyone who already has a site or store with active payments or bookings and wants to know where they're losing customers before spending money on more traffic; it's not for someone who doesn't have traffic to measure yet.
- Calculate your conversion rate every month and use it as your benchmark number.
- Pick the three or four stops along your site's path that you'll measure every month, tracking them yourself if your tool doesn't break them down step by step.
- Tell whether you're losing customers because of your catalog, your checkout, or mobile versus desktop.
- Decide on a single change each month: the one that wins back the most customers in raw numbers.
Have your site live and a few weeks of visit data.
The 6 lessons
In the order it makes the most sense to read them.
- 1
The number that counts isn't your visits: it's how many of them pay
That you know how to calculate your conversion rate every month and adopt it as the number you actually track, instead of total visits.
4 min - 2
Pick the three or four checkpoints you'll keep an eye on every month
By the end, you'll have picked the stops along your website's path (land on the site, check out the listing, start paying or booking, confirm) that you'll track separately each month instead of watching a single final number.
4 min - 3
The cart that gets left halfway
By the end, you'll know whether you're losing customers because they can't find what they're looking for or because they leave right before paying, and you'll have decided what to trim this month at that final step.
4 min - 4
The cost that shows up at the end: reveal it earlier or save it for the last step
You'll know whether to show shipping, fees, or a booking deposit from the product page or at the final step, depending on where you're losing people.
4 min - 5
Find where mobile falls behind desktop
You'll know whether mobile converts worse because of the catalog, the checkout form, or because customers buy later on another device, and what to fix first.
5 min - 6
One change a month: the one that loses the most people, not the one with the highest percentage
By the end, you'll know which stage to fix this month, the one that loses the most people in raw numbers, not percentage, and you'll have written down the one change you're going to test and the date you'll check it.
4 min