Turn the percentage into people
Percentages hide the shape. So here is a made-up shop with 300 visitors and a 2% conversion rate, walked step by step.
- 300 arrived. 150 left from the homepage.
- 150 opened a product. 110 left from the product page.
- 40 added to cart. 25 left from the cart.
- 15 reached checkout. 9 left there.
- 6 bought.
Every step shrinks, the way a real funnel has to. And every leaver is counted once, in the place they left. 150 + 110 + 25 + 9 + 6 is 300.
The biggest pile is not the worst step
The homepage lost 150 people, the most of any step. That is normal. Lots of visitors arrive by accident, from a search that was not quite theirs, or just to look. Fifty out of a hundred leaving the first page is ordinary.
The useful number is the rate. Of the 150 who opened a product, 110 left. That is 73 out of every 100, the worst rate on the whole path. The checkout lost 9 of 15, which is bad too, but it is not where this shop bleeds most.
Everybody wants to fix checkout first because that is where the pain feels closest to money. Very often the product page is the real problem. No price up top, no delivery time, no photos of the thing in a hand.
Is 2% good?
Roughly average. Shopify quotes Dynamic Yield at 2.66 in 100 across more than 400 brands, and Statista at 1.4 in 100 worldwide for early 2026. Phones convert lower than desktop. It varies a lot by what you sell, so the most useful comparison is you against last month.
TRY THIS TODAYWrite your own four numbers down this week: visitors, product page views, carts, orders. Work out the leave rate at each step. Fix the step with the worst rate first, even if it is not the checkout.
Moxel draws this funnel for you and names the worst step by rate, not by raw count. The step-by-step version for Shopify is in Shopify traffic but no sales.
What the reel said
MOXNinety-eight out of every hundred visitors leave your store without buying.
TALLYThree hundred came. Six bought.
TALLYHalf left on the homepage. That's normal.
TALLYA hundred and ten of the hundred and fifty who opened a product left right there. Not the checkout.
MOXSo fix the product page first. Get it fixed at getmoxel.com.
Asked a lot
- What does a 2% conversion rate mean?
- 2 out of every 100 visits ended in a purchase. With 300 visitors that is 6 buyers.
- Is a 2% ecommerce conversion rate good?
- It is around average. Shopify quotes figures from 1.4 to 2.66 in 100 depending on the source, and phones convert lower than desktop.
- Where do most visitors leave an online store?
- The biggest pile is usually the homepage, which is normal. The worst rate is often the product page, not the checkout.
Sources
- Ecommerce conversion rate: benchmarks and tips (2026)Shopify, Braveen Kumar, updated by Lizzie Davey, August 2026. Shopify quoting Statista, Dynamic Yield and Contentsquare. The figures are theirs, not Shopify's.