# Turn more product-page visitors into orders > See where shoppers drop off between product page and payment, watch the sessions behind it, and A/B test the fix. Heatmaps, recordings and tests for stores. Source: https://cuttl.io/industries/ecommerce/ · Last updated: 2026-10-30 See where shoppers drop off between the product page and payment, watch the sessions behind the numbers, and test the fix before you roll it out. Cuttl helps online stores find where shoppers give up and why. Funnels show which step between product page and payment loses the most people. Recordings and heatmaps show what went wrong on that step. Then you A/B test a fix and measure it in orders, revenue per visitor and average order value. ## Where online stores lose sales. Most stores lose sales to the same few problems, and each one shows up in the data. ### Shoppers add to cart, then leave A funnel shows the step where carts are abandoned, and recordings show what happened just before. ### The checkout form loses people field by field See the field people hesitate on or quit at. Typed values are never recorded. ### A button or coupon box is quietly broken Rage clicks, dead clicks and errors, ranked by severity, with how many sessions each affects. ### Phones convert worse than desktop Filter heatmaps and recordings by device to see what mobile shoppers miss. ### Product pages get views but few add-to-carts Scroll maps show whether people reach the price, reviews and delivery details. ### Slow pages on sale days Core Web Vitals from real shoppers, next to the pages they leave. ## How a store finds and fixes a drop-off. ### Find the leak in your checkout funnel Build a funnel from product page to order confirmation. Funnels run on data you already have, so a new funnel covers past visitors too. ### See why shoppers stop Recordings replay real sessions with idle time skipped. The timeline marks rage clicks, errors and the moment someone converts or leaves. ### Test the fix and measure it in orders and revenue Turn the problem you found into an A/B test, with the evidence attached. Change text, layout, images and buttons in the visual editor, or use your own CSS and JavaScript. ### Know the fix worked, then roll it out Roll a clear winner out to everyone with a small holdout. Cuttl keeps watching the original issue, marks it fixed once the clean sessions can’t be chance, and reopens it if the problem comes back. ## Built for how stores work. ### Thousands of product pages, one view URLs are grouped by template, so every product page adds up into one heatmap. ### Campaign traffic, kept apart Filter by channel, campaign, UTM or landing page to compare sale traffic with regular visitors. ### Bots out of your numbers Bots and AI agents we detect are kept apart from real shoppers in reports. ### Smaller stores can measure changes too When a test would take too long, Change Impact compares before and after instead. ## Your first week with Cuttl. ### Add the Cuttl Tag Paste the Cuttl Tag into your store’s page head, or add it through Google Tag Manager. ### Set your goals Mark add-to-cart, checkout started and order placed as goals, then build a funnel from them. ### Find the biggest drop Open the step that loses the most shoppers and watch the recordings behind it. ### Test one fix Draft an A/B test from that issue and measure it in orders and revenue per visitor. ## Ecommerce questions ### What is checkout optimization? Checkout optimization means finding and removing whatever stops shoppers from finishing a purchase, such as surprise delivery costs, long forms or broken buttons. Funnels, recordings and form analytics show which of those problems your own store has. ### Why are people not completing checkout? The cause differs by store. Common ones are costs that appear late, forced account creation, a form field that rejects valid input, or a payment step that fails on phones. A checkout funnel with recordings of the people who left shows which one applies to you. ### Can I see heatmaps for all my product pages together? Yes. Cuttl groups URLs by template, so all product pages can be read as one heatmap, and you can still open a single product page on its own. ### Can I A/B test my checkout? You can test any page where the Cuttl Tag runs, using the visual editor or your own code. Some platforms, such as Shopify, host the checkout on their own pages and limit which scripts can run there; in that case, test the steps before it, such as the cart and delivery information. ### Which metrics can an ecommerce A/B test use? Orders and other goals, revenue per visitor, average order value and profit per visitor, plus clicks, form submits, bounce and scroll depth. Guardrails can alert you or turn off a variant that hurts a key metric. ### Does Cuttl record what shoppers type, like card numbers? No. Form inputs are masked by default, so typed values are never recorded, and Cuttl doesn’t store visitors’ IP addresses. It also respects your consent settings before recording. ### My store is small. Is there enough traffic to test? Heatmaps, recordings and funnels work at any traffic level. If an A/B test would take too long, the pre-test planner tells you, and Change Impact can compare before and after instead. Comparing tools? See Cuttl vs Contentsquare, Cuttl vs Microsoft Clarity, Cuttl vs Mouseflow, Cuttl vs Lucky Orange and Cuttl vs Crazy Egg. ## Find your store’s biggest drop-off this week. Add one script to your store and your first funnels, heatmaps and recordings start filling in from the next session.