Inside the Page
// gate two
We're all working Trail Runner 2 from here — 1,204 real humans, $2,412, and the worst conversion rate of any product page with real traffic. Whatever you picked, this is the one with enough data to learn from.
So Northbound ran a focused page snapshot on it. Read the five cards below and find what's broken. You're looking for problems, not solutions — solutions come on the next page.
conversion funnel
| Step | Sessions | Of previous | Of all |
|---|---|---|---|
| All visits | 1,911 | — | 100% |
| Real humans | 1,204 | 63.0% | 63.0% |
| Added to cart | 51 | 4.2% | 2.7% |
| Purchased | 13 | 25.5% | 0.7% |
535 zombies (28%) and 172 bots (9%) make up the gap in row two. Of the humans who do add to cart, a quarter buy — that part is normal. The collapse is earlier.
traffic quality by source
| Source | Visits | Zombie | Scroll | ATC | CVR |
|---|---|---|---|---|---|
| Paid Social | 724 | 54% | 18% | 0.4% | 0.1% |
| Organic Search | 486 | 11% | 54% | 4.1% | 1.4% |
| Direct | 381 | 14% | 49% | 3.4% | 0.8% |
| 212 | 9% | 58% | 5.7% | 1.1% | |
| Referral | 108 | 19% | 41% | 3.2% | 0.5% |
engagement by zone
| Zone | Clicks | Share |
|---|---|---|
| Image | 214 | 52% |
| Link | 86 | 21% |
| Button | 71 | 17% |
| Widget (reviews) | 41 | 10% |
| Header | 158 | — |
| Footer | 193 | — |
Footer clicks break down as shipping & returns 94, size guide 61, contact 38. Average scroll depth on this page is 38%.
image engagement
| Image | Clicks | ATC after | CVR after |
|---|---|---|---|
| 1 — hero, studio side-on | 61 | 2.1% | 0.4% |
| 2 — pair, top-down | 34 | 2.8% | 0.6% |
| 3 — on foot, on trail | 29 | 3.4% | 0.9% |
| 4 — sole tread close-up | 78 | 9.0% | 2.6% |
| 5 — colourway swatches | 12 | 1.9% | 0.3% |
exit paths
| closed tab | 41% |
| internal link | 29% — to shipping & returns (68), size guide (44), trail running collection (31) |
| idle / timed out | 22% |
| went to checkout | 8% |
how to read it
Don't list everything that looks low. Low numbers are a symptom; you want the handful of places where two cards agree, because that's where a cause is hiding.
- cross-reference — a number that looks bad in one card and is explained by another isn't a finding, it's arithmetic
- ask what each number would look like if the page were fine, and measure the gap from there
- separate "this page is broken" from "this traffic is broken" — they need completely different fixes
- notice what people had to leave the page to find out
At least one of the five cards is a problem you cannot fix by changing this page at all. Say so if you spot it — knowing a finding isn't yours to fix is worth as much as a fix.