The conversion funnel

The conversion funnel describes the route (known as the funnel) that a website visitor takes (from their initial landing on your website through an advertising method) through to making a purchase.

Typically as you go through the funnel users drop off at each stage. For example:

i) 100 visitors come through to your website's home page

ii) 80 visitors end up viewing an individual product (20 don't get any further than stage (i) and leave your site)

iii) 20 visitors add the product viewed to their basket (60 don't get any further than stage (ii) and leave your site) see our article Product Detail

iv) 10 visitors confirm their shopping basket and go through to enter their address (the other 10 don't get any further than the shopping basket page and leave your site) see our article Ease of Checkout

v) 4 visitors go through to make payment (the other 6 abandon the checkout process) see our article Buyer Confidence

vi) 2 visitors make payment and complete the purchase successfully

You can see in the above example that out of 100 visitors, only 2 actually placed an order.

This info graphic also displays the conversion funnel in visual form:

One of an ecommerce website owner's primary jobs is to maximise conversions on their website. This, therefore, involves making sure that the drop out rates for each stage listed above is minimised.

Understanding the path that your visitors take from landing on your website and successfully placing an order, enables you to monitor visitor behaviour at each stage, identify problems and fix them.

Here's a great video from Kissmetrics explaining how to setup Funnels in your account.


You can use the URLs below for pages on your website


Shopping Basket Page /checkout/basket
Checkout Login Page /checkout/login
Enter Address /checkout/address
Completed Payment /checkout/complete
Failed Payment /checkout/failed