The Purchase Funnel panel in Analytics is a report on your store’s sales funnel and how each stage of the funnel converts. With this data, you have insight into:
- How many visits convert into purchases
- Where customers are dropping off
- How changes you make to your store affect conversion over time
The Purchase Funnel panel is available in:
- Commerce plans (Basic and Advanced).
To filter results by product, you must have both Reporting and Store Manager permissions.
Review the Purchase Funnel panel
- In the Home Menu, click Analytics, and then click Purchase Funnel.
- Click the drop-down menu to filter results by time (from 2014 to today), or by device (Mobile, Tablet, Desktop, or Unknown).
- Drill down the data by product to see how well a specific item is selling or if a recent change affected conversion for the product. As a best practice, keep track of when you make changes to see how your data responds.
The four stages in the purchase funnel
The funnel shows these four stages in a customer’s shopping experience, represented by four columns:
Note: The Purchase Funnel doesn't include test orders.
Visits represents the total number of visits in the selected time. A visit is one browsing session on your site, which could potentially include multiple pageviews.
2. Viewed a Product
Viewed a Product represents the number of visits in which a visitor viewed at least one product. These areas count toward Viewed a Product:
- Product item pages
- Quick View
Note: Purchase Funnel tracks Quick Views that occurred starting on April 6, 2016.
3. Added to Cart or Started Checkout
Added to Cart represents the number of visits where a customer added at least one item to their carts. Each visitor’s cart counts once, no matter how many items they added.
If Express Checkout is enabled, this column will be Started Checkout instead, representing the number of times customers clicked the Buy Now button to start the purchase. This happens because Express Checkout disables the shopping cart and instead takes visitors directly to a checkout page.
The Purchased column represents the final step in the funnel: How many visits resulted in a purchase in that same visit.
Percentages between stages
The percentages between columns are the rates of customers who moved to the next step.
For example, in the screenshot below:
- Of the 45,400 visits, 30% viewed a product.
- Of the 13,700 product views, 27% added a product to their carts.
- Of the 3,755 customers with products in their carts, 16% purchased.
The line graph at the bottom of the panel tracks changes to your purchase funnel over time. The four shades of grey in the graph represent the different steps in the funnel from top (VIsited) to bottom (Purchased).
Hover anywhere over the graph to see data for that specific day or time. Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.
This graph is useful for seeing if a change in your store affected how often visits convert to purchases. For example, making these changes could have an impact:
- Changing how you merchandise your products
- Offering discounts, sale pricing, or free shipping
- Promoting special offers and new products with an Announcement Bar or other banners
- A major design change, like a new template
Late-night browsing sessions
The Purchase Funnel is a very close estimate, but it may not be 100% precise. You may have purchases without earlier events in the funnel, depending on the time of day a visitor was shopping.
For example, if a visitor had a late-night shopping session that technically spanned multiple days because it straddled the midnight boundary, certain events will count toward different days.
For example, if a late-night browsing session went like this:
- A visit started at 11:58pm.
- They added a product to a cart at 11:59pm.
- They viewed another product at 12:05am.
- They made a purchase at 12:10am.
We’ll count this purchase in the Purchase Funnel like this:
- We’ll count 1 visit, 1 product view, and 1 add to cart on the first day.
- We’ll count 1 product view, 1 add to cart, and 1 purchase for the following day.
Views of item pages and Quick View count toward Viewed a Product. However, views of the product in other areas don’t count:
- Main Products Page
- Product Block
- Summary Block
Carts in Purchase Funnel vs. Added to Cart in Abandoned Cart
In most cases, Added to Cart in Purchase Funnel and Carts in Abandoned Cart should be identical when you’re looking at the same date range. They both represent customers who added at least one product to their carts. However, there might be slight differences.
- In Purchase Funnel, Added to Cart is based on the start of a visit where a customer added a product to a cart.
- In Abandoned Cart, Carts is based on the time when a customer added a product to their cart, regardless of when the visit started.
Depending on the date range you’re viewing, their cart could count in one panel and not the other. For example, a customer might have had a late-night shopping session, where they opened your site before midnight and added a product to their carts after midnight.