Stop calling every soft week a traffic problem
Blended conversion rate lies: one weak stage and every new session pours budget into a hole.
Pick one hero path (top SKU or collection). Find where buyers stall—PDP, cart, or checkout—and fix that zone before you scale spend.
Use a three-zone leak map
PDP is usually clarity, trust, offer framing. Cart is order architecture, shipping anxiety, upsell clutter. Checkout is reassurance and execution.
- PDP: traffic but weak add-to-cart
- Cart: add-to-cart but weak checkout starts
- Checkout: intent dies at payment or final step
What to review in 30 minutes
Last 14–30 days on one path: sessions → PDP → add-to-cart → checkout start → purchase. Then replay a few sessions from the weakest step only—you want one sentence you can ship this week, not a deck.
- Name the bottleneck in plain English
- One zone-specific fix
- Re-check after real traffic
Traffic scales the leak as fast as it scales revenue. Name the zone, ship one fix, then revisit spend.
The playbook goes deeper: conversion chapter, session-review prompts, and operator tools so this map becomes a weekly habit—not a one-off post.