The single biggest conversion leak is at view-product → add-to-cart (83% drop-off, well above the 60-65% ecom baseline). Product pages lack above-the-fold mobile CTAs and show zero trust signals — fixing these two should move the curve materially. The 11-field contact form is the secondary leak, with no inline validation, no mobile keyboard hints, and an all-caps SUBMIT button.
| Severity | Finding | Fix required |
|---|---|---|
| HIGH funnel_drop_off | 82.9% drop-off between View product and Add to cart GA4 over 28 days: 24,500 `view_item` events but only 4,200 `add_to_cart` — the funnel's largest single drop. Industry baseline for ecom view-to-cart is 60-65% drop-off, so this is materially worse than peers. | Audit the `add_to_cart` step: form fields, trust signals, page speed. Run a session-replay sample of users who viewed a product but didn't add. |
| HIGH form_friction | 1 form has 11 visible fields Form length is the strongest predictor of abandonment. Forms above ~6 fields drop conversion ~10% per extra field. | Split into a multi-step flow (qualify on step 1, capture on step 2) or remove fields the team doesn't actually use to qualify. |
| MEDIUM form_friction | 1 form lacks inline validation Without inline validation, users only learn fields are invalid after they submit — the largest single form-abandonment trigger Baymard measures. | Validate each field on blur (email format, phone format, required not empty) with `aria-invalid` for screen readers. |
| HIGH above_fold | 3 pages have no above-the-fold CTA on mobile On mobile, ~80% of conversion happens above the fold. Forcing scroll before users see a CTA cuts conversion 15-30%. | Compress the hero stack and move the primary CTA into the first 600 px on mobile. |
| HIGH trust_signals | 3 pages show no social-proof signals No reviews, testimonials, case studies, press mentions or certification badges detected. Social proof is the single most-tested CRO lever — absent on commercial pages it routinely costs 5-15% of conversion rate. | Add Trustpilot / Reviews.io widget + 3-testimonial strip above the fold on commercial templates. |
| HIGH checkout_drop_off | Guest checkout not detected on the checkout page Forced account creation is the #1 Baymard checkout abandonment driver, typically responsible for 25-35% of cart drop-off. | Offer guest checkout as the default. Capture email first, then offer (don't force) account creation after purchase. |
| HIGH form_analytics | Form submit rate is 23.3% 1,800 users started a form over 28 days; only 420 completed. Submit rates below 30% indicate the form itself is the bottleneck — usually field count, validation, or trust. | Audit field count, add inline validation, ensure mobile keyboard types, add a privacy / data-use line near submit. |
| MEDIUM form_analytics | Highest field abandonment on: phone GA4 form_field_abandon events over 28 days: top fields are `phone` (380), `company_size` (250), `use_case` (190). These are where users start filling but never finish. | Make `phone` optional (or remove); convert `company_size` and `use_case` to a single dropdown with 5 options instead of free-text. |
| HIGH intent_mismatch | 3 high-impression queries landing on weakly-matched pages Across 4,690 monthly impressions, the landing page Google chose has low topical overlap with the query (intent score < 0.4). These are SERP queries where you're appearing but not answering — high CRO leverage. | Per flagged query: check if a stronger page exists, add internal links; otherwise rewrite the landing page (or build a new one) to actually target that intent. |
| MEDIUM mobile_ux | 1 page renders body text under 14px on mobile Body text under 14 px triggers automatic page zoom in iOS Safari and reads as cramped on Android. Industry baseline is 16 px. | Set `body { font-size: 16px; }` (or larger). Smaller variants belong in metadata, captions, footers. |