The real cost of a slow checkout, in numbers you can estimate yourself
You do not need a case study to know checkout friction costs money. Here is how to estimate what it is costing your store right now.
Checkout is where attention is most expensive
By the time a customer reaches checkout, you have already spent money and effort earning their attention. Losing them here is the most expensive place in the funnel to lose a customer.
Want a second pair of eyes on your funnel?
A short audit usually finds more than a full redesign would.
A rough estimate you can run today
Take your current checkout completion rate, your average order value and your monthly checkout starts. A five percentage point improvement in completion rate, applied to those numbers, gives a realistic estimate of what friction is currently costing you.
This is exactly the kind of gap a CRO audit is designed to catch early.
Where friction usually hides
Unexpected shipping costs shown late, forced account creation, too many form fields and unclear error messages are the most common, and most fixable, sources of checkout drop-off.
Pro tip
Start with the three highest-traffic steps in your checkout — shipping cost, payment method and form length — before touching anything else.
Common questions
Costs that show up late — shipping fees or taxes revealed only at the final step — are consistently one of the most common reasons a customer abandons a cart they were ready to complete.