FULL FUNNEL DIAGNOSIS (8 Nov → 30 Nov)

Meta Traffic → Strong

• CTR = excellent
• Clicks = very strong
• LP views = normal drop (site load + curiosity clicks)

Ads are performing extremely well.
Traffic is NOT the problem.
If anything, they were OVER-delivering considering the backend chaos.

🛒 Add to Cart → Also Strong

• ATC 31% of LP views.

🔥 That is a phenomenal ATC rate.

This means people WANT the product.
They’re engaging. Ads + offer + landing pages are working beautifully.

• No issue at the top of funnel.
• No issue at the product level.
• No issue with audience.

The problem is further down.

🚧 Initiate Checkout: MASSIVE drop

75% drop from ATC → Checkout.

This is NOT normal.
Expected drop: 30–45%

➡️ This is where the checkout blockers, clutter, and app conflicts are murdering conversions.

➡️ This is EXACTLY where all that Monster Upsell + ship protect + messy cart drawer is interfering.

This is where your funnel dies.

💸 Add Payment Info: Another massive drop

From IC → AP = 74% drop.

Expected = 20–40%.

This stage is where:

• PayPal disappears
• Afterpay disappears
• Shipping protection is confusing
• UX breaks for logged-in Shop Pay users
• Buttons are hidden
• The cart refreshes and wipes options
• Payment options load slowly
• People simply give up

This confirms 100% that payment method conflicts are happening.

🧾 Purchases: 

From ATC → Purchases = 10%
Healthy stores: 20–35%
Losing two-thirds of buyers after ATC.

Again:

• NOT ads.
• NOT traffic.
• NOT product.

🔥 It’s checkout friction.

🎯 The Exact Bottleneck

Here’s where the funnel collapses:

ATC → IC

75% drop
= cart clutter / too many widgets / cart scripts fighting each other

IC → Add Payment Info

74% drop
= missing PayPal + Afterpay + UI conflicts + customers giving up

AP → Purchase

121 purchased
= still decent despite the disaster

This is literally the definition of:
people want to buy, but the store won’t let them.

CHECKOUT → UTTERLY SABOTAGED

(75% drop twice)

That’s where the $ is dying.