We find why visitors cannot find a product, add it to the cart, complete checkout or return for another purchase — and turn behavioural data into e-commerce decisions.
Catalogue · Search · Product · Cart · Checkout · Repeat purchase
A change in perspective
Every unfinished order reflects a conscious or automatic decision.
A buyer may:
We do not study exit percentages alone. We study the decision behind it.
Not checkout — the entire journey
“Is what I need here?”
“How do I understand the difference between options?”
“Is this product right for me?”
“Do I trust the price, store and terms?”
“Is this purchase worth the effort and final amount?”
“Will the store keep its promise?”
“Do I want to buy here again?”
Checkout completes the decision. But most arguments for or against a purchase form earlier.
Segments
Overall conversion mixes buyers with different intentions, contexts and experiences. The metric changes depending on:
Average conversion describes a store that does not exist. Real decisions are made by specific segments in specific conditions.
Illustrative measurement examples, not real customer metrics.
Diagnostics
While others look for the problem in individual page metrics: we look at the buyer’s entire decision journey.
They view but do not add
The possible cause is not a weak button, but price, missing specifications, an unclear option, weak trust or unsuitable traffic.
They add but do not check out
The possible cause is using the cart as a wish list or comparison, unexpected delivery or a missing payment method.
They start checkout but do not finish
The cause may be the final amount, mandatory registration, a form error, delivery, payment or a change of intent.
They search but do not buy
The possible cause is a missing product, irrelevant results, wrong synonyms or inability to narrow the choice.
Mobile traffic does not buy
The possible cause is usage context, difficult comparison, slowness, keyboard, forms or an interrupted scenario.
They buy once and do not return
The possible cause is not the website, but the product, delivery, support, returns, communication or lack of reasons for a repeat purchase.
CRO starts by testing reasons, not redesigning pages with the worst metric.
Three sales models
A B2C store, D2C brand B2B platform may end with the same action — an order. But buyers compare different things, trust different evidence and stop for different reasons. CRO therefore cannot be mechanically transferred from one model to another.
The same “Buy” button does not mean the same reason to purchase.
B2C retail
What to buy, in which store and on what terms?
Need → Search → Product comparison → Store comparison → Order → Delivery
The buyer is choosing at the same timeProduct, brand, seller, price, delivery, guarantee and payment method.
Competes withOther sellers, marketplaces, offline stores and the decision to postpone the purchase.
Typical losses
Core metrics
CRO helps people find and compare products faster, reduce uncertainty and make the store’s terms a convincing part of the choice.
D2C
Why choose this brand trust its promise?
Problem → Brand introduction → Product understanding → Trust → First purchase → Experience → Repeat purchase
The buyer also choosesThe brand promise, positioning, problem-solving approach and value.
Competes withKnown alternatives, cheaper substitutes, retail and marketplaces, or distrust of a new brand.
Typical losses
Core metrics
CRO turns a brand promise into a convincing first purchase and the experience into repeat demand.
B2B e-commerce
Can the company complete the purchase safely and profitably?
Need → Specification → Supplier search → Approval → Terms → Order → Supply → Repeat order
Who takes partThe user, initiator, approver, buyer, payer and recipient may be different people.
Competes withAnother supplier, a manager-led purchase, email and Excel, or an existing contract.
Typical losses
Core metrics
CRO helps an order pass through roles, approvals and operational processes — from need to repeat purchase.
In B2C retail, the buyer chooses a product and seller. In D2C, they choose the product and the brand promise. In B2B, it is the supplier and purchasing process.
We do not optimise an abstract online store. We first define the sales model, choice logic, decision participants and repeat-purchase economics. Only then do we formulate CRO hypotheses.
Mobile commerce
A mobile buyer may:
We study the speed of the first useful interaction, search and filtering, product comparison, option selection, availability of important terms, keyboard and fields, checkout interruptions, cart saving, payment and switching between devices.
Mobile CRO is not a compressed desktop version. This preserves the buyer’s decision in a constantly interrupted context.
Not a single metric but the entire journey
01 · Where the cause really appears
A falling metric shows where the buyer stopped. But the cause may have appeared much earlier:
Therefore, we do not optimise pages in isolation. We restore the buyer’s sequence of decisions from first contact to receiving the order and making a repeat purchase.
02 · The buyer’s decision journey
Context → Expectations → Search → Comparison → Choice → Trust → Order → Experience → Repeat purchase
MetricIt records where the buyer stopped.
ResearchIt explains why they made that decision.
03 · Method testing
We do not play with A/B tests and do not spend time and money on guesses.
An A/B test may show which of two variants performed better. On its own, however, it does not explain which problem we are testing, why the buyer behaves this way, whether the change affects the real cause, whether one metric improves at the expense of margin, trust or repeat purchase, or whether the result transfers to other categories, segments or periods. Therefore, we do not start with a random list of changes.
Not “we will change it and see”.
Data → Behaviour → Cause → Solution → Verification
We do not guess which interface variant will win. We study why the buyer makes the decision and verify changes that can directly affect this cause.
Not only the transaction
The first purchase is affected by
After purchase, the following affect decisions
If CRO ends on a “Thank you for your order” page, it optimises a transaction, not the e-commerce business.
Business-context
we document business-model, margin, range, repeat purchase, channels and, operational constraints and priority segments.
Map the buying journey
We define states, transitions, micro-conversions and points where the buyer’s decision changes.
Quantitative data
We analyze categories, products, channels, devices, segments, funnels, search, cohorts, returns and repeat purchases.
Qualitative data
We study sessions, search queries, reviews, support requests, interviews, surveys and usability tests.
Reasons and priorities
We connect signals with possible causes and assess impact, evidence, complexity and risk.
Solution
We design changes to the offer, navigation, content, search, product pages, cart, checkout or post-purchase journey.
Verification
We choose the method: prototype, usability test, rollout, cohort analysis, A/B test or post-implementation analysis.
Start with evidence. Then find the reasons. Then change. Only after that do we test.
Research
Funnels, journeys, actions, categories, products and segments.
Source, device, intent, region, new or returning buyer.
Session recordings, errors, repeated actions, search, filtering and returns between pages.
Interviews, surveys, reviews, support, reasons for returns and usability tests.
delivery, availability, price, product, support, operational processes and the post-order experience.
prototype, product changes, content, process, experiment or gradual implementation.
A tool collects a signal. Expertise establishes the connection between the signal, its cause and the economics.
Result
Map conversion
Key states, transitions, conversions and points of loss.
Segmented analytics
Understanding the differences between categories, products, channels, devices and buyer types.
Evidence of causes
Quantitative and qualitative signals that explain behaviour.
Priorities
Problems and opportunities assessed by impact, evidence, complexity, risk and economics.
CRO-decisions
Changes to the offer, content, UX, catalogue, search, checkout, processes or repeat purchase.
Plan testing
Metrics, methods, success criteria and how to interpret the result.
The team gets not a hundred backlog ideas, but a reasoned sequence of decisions.
Confidentiality
CRO can unlock conversion, revenue, margin, CAC, average order value, returns, weak categories, checkout problems, behavioural segments, advertising campaigns, operational constraints and experiment results. We do not publish this data, internal problems or results of changes without the client’s separate permission.
Resultand client belong to the client. Reasons for lost purchases — and more.
Public logos, work, reviews and descriptions of our involvement are used only within an agreed scope.
Formats work
CRO-Diagnosis store
from $1 500
For a business that sees losses but does not understand their causes: business context, a map of the buyer journey, analytics audit, segment analysis, loss causes, priorities and a testing plan.
Discuss conversion storeResearch for a specific scenario
Custom scope
For a specific problem: search, category, product page, cart, checkout, mobile, B2B orders or repeat purchase.
Discuss conversion storeOngoing CRO work
from $2 000
For an e-commerce team that needs a continuous cycle: data → research → decisions → implementation → testing → learning.
Discuss conversion storeThe format is defined after the first conversation, an estimate of the data, traffic and store capabilities. The scope and cost are fixed before the relevant stage begins.
Enquiry
In the first meeting we will define the key conversion, segments, available data, problem scale and the right research format. If CRO is not the right first step, we will say so directly.
Data about sales, buyers, advertising and internal processes will not be published or shared with third parties.
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Frequently asked questions
This is systematic research into why buyers do not move between key stages: search, product selection, cart, checkout, payment and repeat purchase. CRO combines data, research, changes and result verification.
A UX audit mainly evaluates the interface and ease of use. CRO starts with business and behavioural metrics and may find causes in assortment, pricing, traffic, delivery, payment, processes or the post-purchase experience.
No. Conversion is affected by demand, range, prices, availability, traffic, brand, delivery, payment, seasonality and processes. We are responsible for diagnostic quality, evidence for hypotheses, decision logic and correct testing.
Depending on the challenge: web and product analytics, orders, products, categories, sources, devices, search, returns, support, session recordings and access to buyers. If analytics is incomplete, the first result may be a plan to fix it.
No. The method depends on traffic, change risk and the questions. It may be a prototype, usability test, interview, rollout, pre- or post-change analysis, cohort comparison or A/B test.
Yes. Sheker.Agency may design UX/UI, create prototypes, implement changes and integrations, and set up measurement. The exact scope is agreed separately.
When a store has no stable traffic or orders, the problem may be a lack of demand, an uncompetitive offer or critical operational constraints. The right first step may then be strategy, analytics, marketing or platform restructuring.
Yes. B2B CRO accounts for roles, approvals, individual terms, documents, repeat orders, managers’ work and integration with business processes.
Yes, if the challenge concerns mobile commerce. The methodology accounts for usage context, interrupted journeys, state preservation, payment and repeat use.
It depends on store size, data quality, number of segments, access to buyers and research depth. Timing and checkpoints are defined after the initial diagnosis.
CRO for e-commerce accounts for range, categories, search, product data, price, margin, delivery, payment, returns, B2B terms and repeat purchase. General CRO focuses on registration, onboarding, activation, subscription and use of the digital product.
Only with direct permission. We do not disclose conversion, sales, margin, advertising budgets, behavioural data, internal problems or experiment results without approval.
SEO
CRO for e-commerce: research into losses in the catalogue, product cards, cart, checkout, payment, delivery and repeat purchases. Data, hypotheses, experiments and CRO decisions.
Online-store conversion optimisation starts not with other people’s “best practices”, but with diagnosis of the store’s own buying journey: segments, quantitative and qualitative data, reasons and priorities. Digital products and SaaS use a separate methodology — CRO for digital products.
Frequently asked questions
CRO for e-commerce accounts for range, categories, search, price, margin, delivery, payment and repeat purchase — unlike CRO for digital products and SaaS.
From $1,500. The exact cost depends on store size, data quality and research depth.
Yes. B2B CRO accounts for roles, approvals, individual terms and repeat orders.
Related services
Discuss conversion.
In the meeting, we will define the key conversion, segments and research format.
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