E-commerce Glossary

Conversion Funnel

Succession of steps a visitor goes through from the first visit to the final purchase.

The conversion funnel models the user journey in successive steps: Visit > Product page > Add to cart > Checkout > Payment > Order. At each step, a portion of visitors drops off.

Funnel analysis consists of measuring the passage rate between each step to identify friction points. For example: 100 visitors > 60 view a product page > 20 add to cart > 10 enter checkout > 5 purchase. The overall rate is 5%.

Optimizing the funnel is more profitable than increasing traffic: gaining 1 conversion point at each step multiplies sales without additional acquisition cost. The most critical steps are usually cart and checkout.

Fullmetrix visualizes your complete funnel with passage rates by step, traffic source, and device to identify priority optimizations.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
Explore

Related pages

Measure your e-commerce metrics automatically

Profit, LTV, cohorts, RFM and 50+ metrics calculated automatically for PrestaShop, WooCommerce and Shopify.

Try Fullmetrix for free

14-day free trial.