Fix the biggest leak first. If traffic is there but add-to-cart is weak, start on the product page. If add-to-cart is fine but purchases are weak, checkout is your problem.
What is the decision rule?
Fix the screen where the biggest percentage drop happens.
How do you tell?
Look at traffic-to-cart and cart-to-purchase side by side.
Why not fix both?
Because you need one clear experiment to learn what worked.
What should the report show?
A single weekly funnel with real numbers and one next action.
FAQ
What should I improve first?
Whichever screen loses the biggest percentage of buyers.
Is checkout always the issue?
No. Sometimes the product page is the real leak.
Can I use both?
Yes, but one at a time is cleaner.
What is the goal?
Higher conversion without more ad spend.
Next step
Get your free Shopify store audit
Written by Dravya Bansal, founder of ClaraVerse Web Studio — a Shopify CRO and AI UGC studio based in India, helping D2C beauty and skincare brands grow on Shopify.