Conversion funnels
A funnel counts how many visitors reach each stage of a journey, so you can see where people give up - who is browsing but not buying, and exactly which step they abandon.
Where to find it
Insights, in the Conversion funnel panel.
A Suggested funnel is built for you from what your site does. If you want a different journey, build your own under Custom funnels.
Build one
- Give it a Funnel name.
- Add step for each stage, in order.
- Save funnel.
Each step is an event - something a visitor did. The ones available depend on your site:
| Event | Meaning |
|---|---|
| Added to cart | Put a product in the cart. |
| Reached checkout | Started checking out. |
| Placed order | Completed a purchase. |
| Added to order / Placed an order (menu) | The same, for restaurant ordering. |
| Booked | Completed a booking. |
| Started reservation / Requested reservation | Began and finished a rental enquiry. |
| Subscribed | Joined your mailing list. |
| Sent message | Submitted a contact form. |
| Form started | Began filling a form. Pairs with "Sent message" to expose abandonment. |
| Clicked a CTA | Pressed a call-to-action button. |
| Outbound click | Left for another site. |
Reading it
The drop between two steps is the number that matters. Everything else is context.
| What you see | What it usually means |
|---|---|
| Big drop before checkout | Shipping cost or a forced account. Cart-to-checkout is where surprises bite. |
| Big drop at checkout | The form is too long, or the payment method they wanted is missing. |
| Form started but not sent | The form asks too much. Cut a field and watch it. |
| Lots of CTA clicks, few conversions | The page after the button does not deliver what the button promised. |
| Healthy funnel, tiny numbers | Nothing is broken - you need more traffic, not a redesign. |
How to use it
Fix the biggest drop first, change one thing, then compare the same period length afterwards. Changing three things at once tells you nothing about which one worked.
Good to know
- Steps must be in order. A visitor counts at a step only if they reached the ones before it.
- A funnel measures the period you selected, so compare like-for-like lengths.