Anatomy of the Journey

From tip to tail, here’s how the shopper journey unfolds.

While shopper journeys have changed thanks to headless commerce, wallets, and other journey innovations, for this journey analysis, we’ll take a traditional tour: site visit → cart → checkout → order.

There are three primary shopping visit outcomes - bounce, browse, or buy. A bounce is of course the dreaded outcome – and nearly half of visits are one (page visit) and done. A leading cause of bounce is site speed, or lack thereof: when page loads extend beyond 4 seconds, 63% of shoppers bounce, according to the Site Speed Standard.


Across the surviving visits, there is good news; 1 in 5 shoppers will add a product to cart (9.6% of all visits). During all non-bounce visits, shoppers consume more than 9 pages on mobile, of which more than a third are product detail pages (PDPs). These PDPs are the cart or not moment for shoppers, and to wit, the prime opportunity for brands to motivate shoppers.


Once a shopper creates a cart, some branches emerge. Some shoppers take no further action and simply drop the cart, though more of the carts do advance to checkout.

Checkout, though, is by no means a foregone conclusion.  On mobile devices, shoppers that complete their checkouts are in the minority - 42%.


All told, just under 3% of shoppers convert. The real story, though, is the stages along the journey, which highlight where sites see attrition, and provide guidance on where opportunity lies.

For a more in-depth look at this shopper journey, read on.