The Final Mile Stall

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🧪 The Final Mile Stall: Why Your Shoppers Quit Right Before Add-to-Cart, and How to Catch It

You don’t lose most customers on the homepage. You don’t lose them in the gallery.

You lose them in the final 8 seconds, right when they should click “Add to Cart,” but don’t. That hesitation? That last-minute scroll, tab toggle, or blank stare at the price?

That’s the Final Mile Stall. And unless you know what creates it, you’ll keep optimizing the wrong part of the funnel.

Most PDPs are built for interest. Few are built for conviction.

The Final Mile Stall is brutal because it happens after the shopper’s already engaged. They’ve looked at the photos. They’ve checked the price. They’re not confused. They’re unconvinced.

Not “Do I want this?”

But: “Am I sure?”

It’s the moment where clarity fails to convert into confidence.

Enter: the Fracture Model  (Your new tool for diagnosing conversion stalls)

3 types of friction stack in the Final Mile:

• Functional Friction – specs not surfaced, delivery unclear, missing “what’s in the box” info
• Cognitive Friction – too many choices, layout overload, or uncertainty loops (e.g. “wait, what’s the difference between options A and B?”)
• Emotional Friction – no trust signals, no urgency, no risk reversal near the button

Any one of these is recoverable. But two or more? You’ve got a stall.

Real story: One bedding brand lost 18% of high-intent sessions

Users hovered near ATC, then re-scrolled to the returns policy. Why? There was no “Free 30-Day Returns” tag near the CTA, just a full tab buried below. After moving that line above the button, their conversion rate jumped 10.6% in under 7 days.

The conversion didn’t die on the page.

It died in the 8-second gap where trust wasn’t reinforced. You don’t need to overhaul your PDP. You need to de-fracture the final mile.

If this clicked, download Eko’s free guide. It shows how brands like Mockingbird fixed their final mile and turned scroll data into confidence builders.

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