Purchase Funnel Report | Guide to BigCommerce Analytics

Use the Purchase Funnel report to gain a better understanding of what your visitors are doing on your site before purchasing. Monitor each step and work toward improving the areas with the largest drop offs to increase revenue.

Animated image identifying the different sections of the BigCommerce Analytics Purchase Funnel report.

The Purchase Funnel graph maps the actions taken by visitors into five different steps: visited, stayed, shopped, added to cart and purchased. Each step moving toward the right in the funnel is one more action closer to purchase.

Each of the metrics in the purchase funnel are defined as follows:

  • Visited: the total number of visits to your site
  • Shopped: visits that viewed at least 1 product
  • Added to Cart: visits where at least 1 item was added to cart
  • Purchased: visits with a completed order

The numbers listed inside the colored blocks of the purchase funnel list the total amount of visitors for each step.

Purchase Funnel Calculation Breakdown

  • % Looked at a product = shopped/stayed (*stayed = viewed more than one page)
  • % Put item in cart = added to cart/shopped
  • % Completed sale = completed orders/added to cart
  • Overall conversion rate = purchased/visited

The percentage on the bottom row shows the percentage change for that step from the previous period.

The Purchase Funnel calculation breakdown.


Take Action with Data — Checking this report regularly will allow you to watch what your customers are doing on your site and allow you to quickly pinpoint any large changes in behavior. Watching this funnel closely over time will allow you to learn how changes in any one step of the funnel will impact total purchases and give you better guidance on which step is best to focus your resources.

The Purchase Funnel graph charts each of the 5 steps included in the funnel over the selected period of time. Watch how each step trends over time to evaluate whether the changes you make are affecting the funnel. Use your mouse to hover over a data point and view exact values.

The Purchase Funnel Over Time graph.


Take Action with Data — Monitor how each step of the funnel is trending over time, particularly during time periods when you’ve made adjustments to your shop. Look for any correlations between steps in the funnel to understand how changes in any one step will trickle down in the funnel. Use the trend lines to help predict future behavior.

The overall goal of the purchase funnel is to understand how each of these steps impact conversion and which part of the funnel you can easily improve to have an immediate increase in revenue. Some questions to consider as you evaluate the funnel include:

  • Is there a part of the funnel that is easy to improve?
  • Are there steps in the funnel that are correlated?
  • Can you improve multiple steps in the funnel by just focusing on one key step?

Understanding how the funnel works may take some time and experimentation. However, it’s well worth the investment as small changes can result in significant increases in purchases. For example, even a change as simple as adding larger product images to your homepage may increase the percentage of visitors who shopped which in turn also increases the percentage who added to cart.

Learn More:
  • Want to learn more about BigCommerce Analytics including information on each report, supported currencies and which order status are factored in? See Using BigCommerce Analytics.
  • Want to find out how to export specific Analytics reports? See Exporting Analytics Reports.
  • Follow our BigCommerce Blog to learn more about industry best practices and recent trends that can help you grow your online business.
  • Need advice? Connect with our Community of expert store owners and BigCommerce staff regarding this subject.

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