How To Run A Conversion Funnel Analysis

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Wouldn't it be amazing if a customer hit your store, clicked on a product image, added that product to their cart, and checked out immediately? That's the dream. Unfortunately, most transactions aren't that straightforward. Here's what usually happens instead...

First, customers search for the right product for their specific needs. Then, they research questions/concerns they have about product features and specifications. Finally, they look for social proof and confirmation about shipping cost, delivery timelines, or return policies.

All of this results in a purchasing experience that's winding and exploratory, which means it's hard to understand exactly when, where, and why website visitors go from a "sure sale" to an abandoned session/cart. So, how do you address confusion, distraction, and uncertainty?

You run a conversion funnel analysis. That's a fancy way of saying: Look at your analytics and figure out where the biggest drop-offs are in your purchasing experience. Then, make design changes that will get more visitors deeper into the funnel. (Read: Closer to a purchase)

This is one of those topics that's WAY easier to understand with visual aids, so we put together a detailed guide that teaches you how to run your own conversion funnel analysis – and what to do with the information. Here it is: thegood.com/insights/ecommerce-conversion-funnel-analysis/

A funnel analysis won't get you all the answers, but it will bring clarity to the situation and give you the information required to make *informed* design decisions. Following your gut is great advice for personal relationships, but in business you should always use data first.

Hope that's helpful for you! I'm always here to answer any questions you have. Side note: I also re-published this post on Linkedin. If you enjoy it, please consider leaving a like and a comment there so it can help more business owners. 🙏🏻 linkedin.com/posts/jamesrsowers_wouldnt-it-be-amazing-if-a-customer-hit-activity-6915292838091968512-IuNQ