Checkout Completion Rate · Beauty/CPG (DTC Cosmetics, Personal Care)
Beauty/CPG (DTC Cosmetics, Personal Care) Checkout Completion Rate
The 2024 percentile distribution for Checkout Completion Rate in the beauty/cpg (dtc cosmetics, personal care) vertical, sourced from Baymard Institute 2024.Derived row — interpolated from the primary source plus adjacent verticals. See “Derivation notes” below.
Below the median? The 3-step fix
Anything under 40% is bottom-half for checkout completion rate in Beauty/CPG (DTC Cosmetics, Personal Care). Top quartile starts at 52% (12 points away). These are the three changes with the best published evidence behind them at this funnel stage.
- Guest Checkout · +12–15% typical liftAllowing users to complete a purchase without creating an account.
- Progress Indicators · +2–8% typical liftVisual indicators showing where the user is in a multi-step process — 'Step 2 of 4', a progress bar, or breadcrumbs.
- Trust Badges · +2–8% typical liftSecurity seals, payment logos, guarantee badges, and certification marks displayed near CTAs and checkout forms.
Lift ranges are the published figures on each pattern page, with the study they come from. Deeper walk-through: How to reduce cart abandonment.
Where does your rate sit?
Source: Baymard Institute 2024 · 2024 · derived
Derivation notes
Beauty DTC brands with strong guest-checkout UX and installment payment options (Klarna/Afterpay) skew above average. Derived from Baymard ecommerce average adjusted for category characteristics.
Source
Source data published 2024 ·
Curated by Paulo de Vries, operator of ConversionBench. Every benchmark links to its primary source.