Diagnosis
CX audit on the live funnel, in three passes: customer journey on mobile and desktop with session recording, review of the 166 last-step abandonments, and friction scoring against Baymard heuristics. 71% of traffic is mobile; mobile conversion is 0.9% against 1.9% on desktop. 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 |
| # | Leak | 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 |
- Two leaks invisible to the owner, and yet decisive: the cart summary disappears as you scroll on mobile (the customer no longer knows what they are buying), and the pay button 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)
- Shipping shown from the product page, with a “free delivery from €60” progress bar on the product page and the cart.
- Guest checkout by default: the account is created after payment, in one email. No password asked.
- 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)
- Form cut to nine fields: address autocomplete, phone made optional, company field removed.
- Sticky cart summary on mobile: thumbnail, quantity, total, all the way through the funnel.
- 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)
- Reassurance block at payment: 30-day returns, secure payment, estimated delivery date.
- Promo code field collapsed, automatic discounts applied without typing.
- Instrumentation: funnel by step, by device and by payment method, plus session recording on step-3 abandonments.
Results
Results
Comparison: 30 days before / 60 days after go-live.
×1.5
orders per month (141 → 209) — demo scenario
−13 pts
cart abandonment in 21 days — demo scenario
+€5,251
monthly revenue — demo scenario
| Metric | Before | After | Delta |
|---|---|---|---|
| Visits | 12,000 | 12,000 | — |
| Add to cart | 504 | 512 | +1.6% |
| Checkouts initiated | 307 | 348 | +13% |
| Funnel completion | 46% | 60% | +14 pts |
| Orders | 141 | 209 | +48% |
| Cart abandonment | 72% | 59% | −13 pts |
| Overall conversion | 1.18% | 1.74% | +47% |
| Mobile conversion | 0.90% | 1.50% | +67% |
| Average order | €68 | €71 | +4.4% |
| Monthly revenue | €9,588 | €14,839 | +€5,251 |
| Time at payment | 3m 40s | 2m 05s | −43% |
Project yield: €4,900 excl. tax (demo pricing) for €5,251 of extra monthly revenue. It pays for itself in under a month. The gain does not come from a marginally optimised funnel; it comes from seven leaks stacking up on a funnel nobody had re-read since launch.
How to read these numbers
These figures are simulated. Three rules we apply on a real client:
- Real sample before generalising. The model gives the target, it does not prove it. On a real project: A/B test on 50% of traffic, 10,000 sessions minimum, before rolling 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. The gains shown assume a funnel stacking seven major leaks. On an already decent funnel, the realistic expectation is +10 to +15%, not +47%.
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.
Illustrative demo case. Fictional brand “Maison Céleste”, no real customer data. Figures come from a demo scenario calibrated on public cart-abandonment benchmarks. No real client is named.
Internal ticket : NEX-38 · All success stories → /cas-de-guerison