Read conversion rate by device and channel
A single site conversion rate hides the problem. Split it by device first. Mobile usually lands somewhere near half the desktop figure, so a store on 1.8% overall might be running 2.9% on desktop and 1.1% on mobile. The mobile number is the one worth fixing.
Then split by channel. Branded search and email will convert several times higher than cold paid social. If your paid social mix grows, blended conversion rate falls even when the site improves. Report channel level numbers monthly so a media shift never gets blamed on the website.
Break the funnel into three rates
Shopify Analytics splits sessions into added to cart, reached checkout and converted. Typical healthy ranges are 6% to 10% add to cart, 3% to 5% reaching checkout and 1% to 3% converting. Each gap tells you a different story.
Weak add to cart means the product page or the price is wrong. Weak checkout entry means the cart, delivery cost or trust is wrong. Weak checkout completion means payment methods, delivery options or a broken step on a specific device.
Category changes the benchmark more than skill does
Average order value and consideration time move the number more than anything you do to the site. Low cost repeat categories such as supplements or beauty routinely run 3% and above. Furniture, jewellery and anything over a few hundred pounds often sits under 1% and is still profitable.
So set your target from your own trailing twelve months, then aim for a relative gain. A 20% lift on 1.4% is a real commercial result. Chasing a borrowed 3% benchmark in a considered purchase category wastes a year.