Checkout & Conversion
Where the money leaks — and how much
The Mobile Gap
+0.07ppdesktop advantage
Desktop CVR
1.39%
Mobile CVR
1.32%
Desktop converts 1.39% vs mobile 1.32% — the biggest leak in the funnel.
Full Funnel Comparison (GA4)
| Funnel Step | Desktop | Mobile | Gap |
|---|---|---|---|
| Sessions | 454,206 | 412,290 | 41,916 |
| Add to Cart | 17,102 | 23,599 | -6,497 |
| Begin Checkout | 9,218 | 9,790 | -572 |
| Purchase | 6,312 | 5,439 | 873 |
The Guest Checkout Problem
60.2%orders are guest
Guest AOV
$105
Registered AOV
$134 +28%
Guests check out faster but spend 28% less than registered.
| Month | Guest Orders | Registered Orders | Guest % |
|---|---|---|---|
| January | 3,254 | 1,963 | 62.4% |
| February | 1,484 | 1,176 | 55.8% |
| March | 1,893 | 1,111 | 63% |
| April | 2,001 | 1,527 | 56.7% |
| May | 979 | 574 | 63% |
Conversion Funnel — Desktop vs Mobile (GA4)
Click a step for detail
Guest vs Registered Orders
AOV by Payment Method
Click to cross-filter
Free Shipping Threshold Analysis ($75+ subtotal)
Free Shipping AOV
$165
Paid Shipping AOV
$56
Qualifying Orders
55.5%
Orders above the free shipping threshold are ~2.9× the value.
Coming Next
Phase 2Tessitura
- ·Membership tier analysis
- ·Member-to-non-member commerce comparison
- ·Renewal impact on spending
Phase 3Amperity CDP
- ·Predictive purchase scoring
- ·Customer segment explorer
- ·15-year cohort analysis
Phase 4D365
- ·Product margin analysis
- ·Category profitability
- ·Inventory risk matrix