Shopify store not converting? The rate is the last thing to look at.
A single conversion percentage hides four separate ratios. Pull these instead and the fix usually names itself.
Ratio 1 — sessions to product views
If most sessions never reach a product page, the problem is navigation or keyword match, not the product page. Fix: put products on the homepage and on collection pages above the fold, and check that ad or search keywords are commercial.
Ratio 2 — product views to add-to-cart
This is where price clarity, size information and delivery cost live. A product page that hides shipping until checkout will lose this ratio every time.
Ratio 3 — add-to-cart to checkout start
A drop here means the cart is confusing or the shipping estimate shocked them. Show a shipping estimate on the product page, not in the cart.
Ratio 4 — checkout start to paid
Payment methods, forced account creation, and unexpected fees. Removing forced account creation is usually the single largest gain available to a small store.
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Written by the team that runs SEO Scan Audit. The counts quoted above come from our own crawls of live storefronts; the fixes are the ones we write into paid reports.