Did we lose visitors, or lose sales?
Traffic held steady. All 90 lost orders came from mobile.
| Measure | Before | After |
|---|---|---|
| Visits, all devices | 15,000 | 15,000 |
| Desktop orders | 200 | 200 |
| Mobile orders | 300 | 210 |
Next question: Where do mobile shoppers stop?
Example analysis / fictional coffee retailer
Same traffic.
Fewer coffee orders.
You run an online coffee shop. The ads are bringing the same number of visitors, but monthly orders have fallen from 500 to 410. What changed?
Illustrative figures, two equal four-week periods.
Where does the purchase journey break?
The same number add coffee to their basket and reach delivery options. Fewer complete the order after that point.
| Measure | Before | After |
|---|---|---|
| Mobile baskets | 1,000 | 1,000 |
| Reach delivery options | 800 | 800 |
| Complete an order | 300 | 210 |
Next question: What do the abandoned baskets have in common?
Which baskets account for the loss?
Baskets worth £25–£34.99 account for 80 of the 90 lost mobile orders. The number of those baskets reaching delivery stayed at 320.
| Measure | Before | After |
|---|---|---|
| Orders from £25–£34.99 baskets | 120 | 40 |
| Other mobile orders | 180 | 170 |
Next question: Did something change for this basket value?
What changed in the offer?
The free-delivery minimum increased from £25 to £35. The ads still said “free delivery” without the new minimum.
A checkout walkthrough confirms the delivery charge appears only at the delivery-options step. Shoppers in the affected basket band now see a fee on orders that previously qualified for free delivery.
The finding
The ad promises one offer.
The checkout presents another.
The loss is concentrated in the basket values affected by the new delivery minimum. That gives us a specific offer and journey problem to fix.
The action
Correct the offer.
Test a bundle landing page.
- Make the delivery offer clear everywhere.Update the ads and product page to say “Free delivery over £35”. Show the delivery charge and amount needed for free delivery in the basket.
- Test a landing page built around a qualifying bundle.Send part of the same ad traffic to a £36 coffee bundle page. Compare it with the corrected single-product page, keeping the audience and budget consistent.
Success measure: More completed orders per visitor, with gross profit per visitor maintained or improved.
One opportunity. A much bigger picture.
Now imagine dozens of
improvements working together.
Cihangir connects opportunities like this across your ads, landing pages, purchase journey and customer retention. Coordinating dozens of focused improvements can transform how your business performs.