Cart & Checkout
Fix the buying journey closest to the money: basket clarity, checkout confidence, payment friction and the tracking that proves what changed.
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If your WooCommerce store gets shoppers to the basket but not through payment, the problem is rarely your traffic, it's friction in the cart and checkout. The usual causes are costs shown too late, forced account creation, too many form fields, missing payment options and unclear delivery. We find exactly where shoppers drop off in your GA4 checkout funnel, fix those specific causes in WooCommerce, and prove the result in checkout completion rate and revenue per visitor.
We work through the causes that Baymard Institute's research repeatedly finds at the top of the list, in priority order for your store:
Baymard reports that 18% of shoppers abandon when made to create an account, and most sites still bury the guest option. We set this in WooCommerce → Settings → Accounts & Privacy and keep the guest path visually primary.
Baymard's 2024 benchmark found the average checkout shows 11.3 fields when many stores need around 8. We remove what your fulfilment and tax setup don't need, safely, using WooCommerce settings, the official woocommerce_checkout_fields hooks, or the Additional Checkout Fields API on Blocks.
Baymard finds 39% of shoppers abandon over unexpected costs and 14% because they couldn't see the total up front.
(Apple Pay, Google Pay, PayPal) for eligible shoppers, especially on mobile, where provider experiments show accelerated payment can lift conversion materially when surfaced to the right users.
So shoppers don't pause and leave to hunt for codes elsewhere.
And keep the flow linear with honest progress, including explicit button text wherever a payment method redirects off-site.
(Blocks vs shortcode) for your gateways and extensions, and enable HPOS where your stack supports it, for checkout reliability under load.
We run desktop, mobile and key-gateway orders through the changed flow, then confirm the GA4 checkout and purchase events still reconcile before the change is called complete.
We build the proof in GA4 before and after every change. We read your cart and checkout as two funnels, add_to_cart → begin_checkout → purchase and begin_checkout → add_payment_info → purchase, so we can see exactly where shoppers leave, then segment by device, payment type and new-versus-returning customer. The primary metrics are checkout completion rate and revenue per visitor, with guardrails on average order value, failed-payment rate and refunds, so a "win" has to survive the cuts and not quietly cost you elsewhere. Where traffic allows, we confirm the result with a controlled test rather than a before-and-after read.
The most-cited public figure is Baymard's 70.22% average, but treat it as a market reference, not a target, it's compiled across many studies, not specific to WooCommerce or your GA4 setup. Your own checkout-step drop-off is far more actionable for deciding what to fix.
No. The current evidence is clear that forced or buried account creation costs sales. Guest checkout, with an optional account prompt after the order is placed, removes that friction without losing the customer relationship.
Fewer than most stores show. Baymard's benchmark puts the average at 11.3 fields when many stores can operate with around 8. We remove or combine the fields your fulfilment, shipping and tax setup don't actually need.
We measure the full GA4 funnel, set checkout completion or revenue per visitor as the primary metric, and segment by device, payment type and customer type. A result only counts if it holds across those cuts and doesn't damage guardrails like failed payments or average order value.
Start Here
Book the phase-one audit so we can review one revenue-critical WooCommerce journey first.