Search, Shopping and assistants are three doors into the same catalogue, with one product feed behind all three. Fewer than a third of Google searches now send a click anywhere at all.

Found is not picked. The median store turns 4.6% of visits into baskets and 1.4% into orders — most of the loss lands after they have decided they want it.

Unexpected shipping stops 48% of shoppers at the checkout. The answer is not showing costs sooner, it is a threshold set from what the order actually leaves you.

Demo figure. Nearly half of all sessions end on the page they arrived at, which makes the landing page the cheapest thing on the site to fix.

Demo figure. Every step between arriving and ordering loses people, and the steepest fall is almost never the one a merchant expects.

Demo figure. Acquisition is the number every other number is judged against — and the only one most stores can quote without checking.

Demo figure. This picture is one image of twenty-four frames, and which frame you see is decided by how far up on the card you are.

Gross margin stops at cost of goods. Shipping, fulfilment, fees and returns come after it — and the ad budget should be set against what is left.

Around 81% of customers never place one. It typically lands a fortnight after the first, which makes the gap short, known and unusually fixable.