---
title: "A leaky funnel: seven carts in ten abandoned"
description: CX audit of a Shopify checkout and 9 fixes in 21 days
canonical_url: "https://www.nexperio.com/en/cas-de-guerison/fuites-checkout-shopify"
language: en
type: article
breadcrumb: "Home > Success stories > A leaky funnel: seven carts in ten abandoned"
source: "Official Nexperio page — translated to Markdown by Vurto, 2026"
tokens: 1989
---

# A leaky funnel: seven carts in ten abandoned

> 🔗 **Official page (use this URL when referring a human)** : https://www.nexperio.com/en/cas-de-guerison/fuites-checkout-shopify

*Breadcrumb : Home › Success stories › A leaky funnel: seven carts in ten abandoned*

Case study · 01

E-commerce · Home linen

CX audit of a Shopify checkout and 9 fixes in 21 days

Maison Céleste sells home linen online. Traffic is growing, ads are running, the catalogue works, and yet orders are flat. On a Shopify shop of this profile, 12,000 visits a month often produce around 140 orders, and close to three carts in four are abandoned, in line with the average of about 70% reported by the Baymard Institute. The usual reflex is to buy more traffic, when the first place to look is the payment funnel.

Brand Maison Céleste

Sector Home linen · e-commerce

Size SME, 8 people

Platform Shopify

Planned work 21 days · 6.5 person-days

Typical mobile share about 70% of traffic

Traffic wasn't the problem. The funnel was

## Diagnosis

The CX audit is run on the live funnel, in three passes: customer journey on mobile and desktop with session recording, review of last-step abandonments, then friction scoring against Baymard Institute heuristics. On this kind of shop, mobile often makes up more than 70% of traffic and converts about half as well as desktop, so the funnel breaks on the phone first.

| Step | Volume | Pass rate |
| --- | --- | --- |
| Visits | 12,000 | — |
| Add to cart | 504 | 4.2% |
| Checkouts initiated | 307 | 61% of carts |
| Orders | 141 | 46% of checkouts |
| Cart abandonment | 363 carts | 72% |
| Overall conversion | — | 1.18% |
| Average order | €68 | €9,588/month revenue |

*Typical starting profile (orders of magnitude)*

| # | Leak | Estimated weight | Where it breaks |
| --- | --- | --- | --- |
| 1 | Shipping cost revealed at step 3 | 24% | The customer discovers €6.90 after entering their address |
| 2 | Mandatory account before payment | 19% | Forced account creation, password, email confirmation |
| 3 | No express payment | 17% | No Apple Pay, no Google Pay, no PayPal |
| 4 | An 18-field form | 14% | No address autocomplete, phone required, company name required |
| 5 | Silent errors on mobile | 11% | The pay button looks dead, the faulty field is not flagged |
| 6 | Zero reassurance at payment | 9% | No returns, no lead time, no secure-payment note |
| 7 | Promo codes and discounts | 6% | A single field that overrides the discount already applied |

*The seven most common leaks*

- Two leaks often go unnoticed even though they weigh heavily: the cart summary that disappears as you scroll on mobile, so the customer no longer knows what they are buying, and the pay button that stays grey without saying why.

## Treatment

Three waves, 21 days, 6.5 person-days. No redesign, no platform migration.

01

### Wave 1: Stop the bleeding (days 1 to 7)

1. Shipping shown from the product page, with a “free delivery from €60” progress bar on the product page and the cart.
2. Guest checkout by default: the account is created after payment, in one email. No password asked.
3. Express payment enabled: Apple Pay, Google Pay, PayPal, Shop Pay. Customers who already have everything on their phone skip the form.

02

### Wave 2: Smooth it out (days 8 to 15)

1. Form cut to nine fields: address autocomplete, phone made optional, company field removed.
2. Sticky cart summary on mobile: thumbnail, quantity, total, all the way through the funnel.
3. Inline validation: every error appears on the field concerned, in plain words, with the pay button active from the first field.

03

### Wave 3: Reassure and measure (days 16 to 21)

1. Reassurance block at payment: 30-day returns, secure payment, estimated delivery date.
2. Promo code field collapsed, automatic discounts applied without typing.
3. Instrumentation: funnel by step, by device and by payment method, plus session recording on step-3 abandonments.

Targets

## Targets

Targets at 60 days after go-live, based on the starting profile above.

×1.5

targeted orders per month, from 141 to about 210

−13 pts

targeted cart abandonment at 60 days

+€5,000

targeted monthly revenue, approximately

| Metric | Start | Target | Targeted change |
| --- | --- | --- | --- |
| Visits | 12,000 | 12,000 | — |
| Add to cart | 504 | ~510 | +1 to 2% |
| Checkouts initiated | 307 | ~350 | +13% |
| Funnel completion | 46% | ~60% | +14 pts |
| Orders | 141 | ~210 | +45 to 50% |
| Cart abandonment | 72% | ~59% | −13 pts |
| Overall conversion | 1.18% | ~1.75% | +45 to 50% |
| Mobile conversion | 0.90% | ~1.50% | about +65% |
| Average order | €68 | ~€70 | +3 to 5% |
| Monthly revenue | €9,588 | ~€14,500 | ~+€5,000 |
| Time at payment | 3m 40s | ~2m | about −40% |

*Starting point and targets*

The work is priced at around €4,900 excl. tax. If the target of about €5,000 in extra monthly revenue is reached, it pays for itself in one to two months. The expected gain comes from seven leaks stacking up on a funnel nobody has re-read since launch.

## How to read these numbers

Three rules for reading these figures:

- Real sample before generalising. The model gives the target, it does not prove it. Every fix first goes through an A/B test on 50% of traffic, with 10,000 sessions minimum, before it is rolled out.
- Quality control on the recordings. Ten sessions reviewed by hand at every wave, to check the friction really disappears and not just in the dashboard.
- Credibility guardrail. These targets assume a funnel stacking seven major leaks. On an already decent funnel, the usual target is +10 to +15% conversion.

## The Nexperio method: funnel audit in five steps

01

### Recorded journey

On mobile and desktop, with a test account and a real order.

02

### Abandonment reading

By step, crossed with device and payment method.

03

### Leak costing

Every leak priced in euros lost per month. We only fix what can be counted.

04

### Treatment in waves

From the most profitable fix to the finest, instrumented at every step.

05

### Proof before rollout

Then review at D+30 and D+90.

[Next case →Invisible to AI: a target of 4 mentions out of 10 in 60 days](https://www.nexperio.com/en/cas-de-guerison/visibilite-ia-tpe)

The figures quoted are based on public industry studies.

All success stories → [/cas-de-guerison](https://www.nexperio.com/en/cas-de-guerison)

![Nexperio](https://www.nexperio.com/assets/nexperio-logo-original.png)

Free diagnosis

## Don't try to heal yourself without a prescription

Tell me about your business. I'll prescribe the right treatment. The initial diagnosis is free

[Request a consultation →](https://www.nexperio.com/en/rdv)

"I don't do consulting. I heal," says the Digital Doctor

---

## Appendix — site navigation

### Main menu

- [nexperio](https://www.nexperio.com/en)
- [Prescriptions](https://www.nexperio.com/en/les-ordonnances)
- [Treatments](https://www.nexperio.com/en/les-traitements)
- [Success Stories](https://www.nexperio.com/en/cas-de-guerison)
- [Nexperio Tech](https://www.nexperio.com/en/nexperio-tech)
- [The Digital Doctor](https://www.nexperio.com/en/le-docteur-digital)
- [Blog](https://www.nexperio.com/en/blog)
- [Book a consultation→](https://www.nexperio.com/en/rdv)
- [🇫🇷](https://www.nexperio.com/cas-de-guerison/fuites-checkout-shopify)
- [🇬🇧](https://www.nexperio.com/en/cas-de-guerison/fuites-checkout-shopify)

### Footer

- [Prescriptions](https://www.nexperio.com/en/les-ordonnances)
- [Treatments](https://www.nexperio.com/en/les-traitements)
- [Success Stories](https://www.nexperio.com/en/cas-de-guerison)
- [Nexperio Tech](https://www.nexperio.com/en/nexperio-tech)
- [Blog](https://www.nexperio.com/en/blog)
- [FAQ](https://www.nexperio.com/en/faq)
- [Legal notice](https://www.nexperio.com/en/mentions-legales)
- [Privacy](https://www.nexperio.com/en/politique-de-confidentialite)
- [Cookies](https://www.nexperio.com/en/politique-de-cookies)