Your analytics can tell you how many people started checkout and how many finished. They can't tell you what happened in between. For that, someone has to go through the checkout the way a shopper does.
These are the usual reasons shoppers leave, and where to look for each one.
— Reason 1
A cost shows up late.
Shipping, tax or a fee that first appears on the last step feels like a trick. Look at the total on every step. If it jumps at the end, show those costs sooner.
— Reason 2
They have to make an account.
A shopper who just wants to buy one thing doesn't want a password. Check whether guest checkout exists and whether it's easy to find.
— Reason 3
The form fights back.
Phone numbers rejected for having spaces. An address wiped when a promo code is applied. A state dropdown that won't select. Fill in every field the way a real person would and watch what happens.
— Reason 4
A promise goes missing.
Free returns on the product page, never mentioned in checkout. A delivery date that disappears. Shoppers notice when the story changes.
— Reason 5
It breaks on a phone.
The keyboard covers the button. The total is hidden under a sticky bar. The payment options don't fit the screen. Most shoppers are on a phone, so check there first.
How to find where yours loses people
Run your checkout on mobile and on desktop, and tell the panel what to try — "add two items and use the code SPRING10". It fills every field with test details and goes to the last step, then stops before paying. The Run Sheet pins each problem to the spot where it happened, with the change to make.
— FAQ
Questions people ask
- What is a normal checkout abandonment rate?
- It varies a lot by store and category. More useful than the number is finding the specific steps where your shoppers get stuck.
- Can Prior.Run tell me my abandonment rate?
- No — that comes from your analytics. A Run tells you what on the page is causing people to leave, and what to change.
- Does Prior.Run place real orders?
- No. It stops before paying, subscribing or sending anything.
- How much does it cost?
- Your first Run is free, with no card. After that, plans are on the pricing page.