The Conversion Funnel

Between a visit and a purchase, shoppers drop off at every step. The conversion funnel shows where — across your whole store — so you can see which stage is leaking the most.

The stages

The funnel charts store-wide activity through five stages:

• Sessions — visits to your store.
• Product views — shoppers who looked at a product.
• Cart — shoppers who added something.
• Checkout — shoppers who began checkout.
• Purchase — orders completed.

Reading the drop-off

Each stage shows how many shoppers made it that far and the drop-off to the next. A big fall from product views to cart points at pricing or product pages; a fall from checkout to purchase points at the checkout experience itself.

Session-level detail

Beyond the totals, you can look at the session-level activity behind the funnel to understand the paths shoppers actually take.

How to use it

Treat the biggest drop as your highest-leverage fix. The funnel won’t change anything for you — it points you at where to look, and you decide what to improve.