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Ecommerce Analytics | Purchase Funnel Report

The purchase funnel measures the actions visitors make on your site before making a purchase. You can use this report to determine where customers are getting stopped in the purchase flow and work towards improving the experience in that area. The Purchase Funnel Report can be viewed under AnalyticsPurchase Funnel.

Purchase Funnel Bar Graph

The Purchase Funnel graph maps the actions taken by visitors into four different steps: Visited, Shopped, Added to Cart and Purchased. Each step moving toward the right in the funnel is one more action closer to purchase. The percentage on the bottom row shows the percentage change for that step from the previous period.

Purchase funnel bar graph


Non-storefront orders: Orders created through third party channels (eBay, Facebook, Pinterest, Amazon), or created manually are not represented here. However, they will be included in the Orders Report.

Metric Breakdown

Visitedthe total number of visits to your site; visits include each new visit after 30 minutes of inactivitysum visits
Shoppedvisits that viewed at least one product page (including Quickviews)sum visits with product pageview
Added to Cartvisits where at least one item was added to cartsum visits with add to cart action
Purchasedvisits with a completed storefront ordersum completed storefront orders
Conversion Ratepercentage of visits that resulted in an order100 * (completed storefront orders / visits)
% looked at a productthe number of visits (sessions) that included looking at a product page divided by the total number of visits (sessions)100 * (visits with a product pageview / visits with 2 or more pageviews)
% put an item in cartAdded to Cart / Shopped100 * (visits with an add to cart action / visits with a product pageview)
% completed salePurchased / Added to Cart100 * (completed storefront orders / visits with an add to cart action)

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.

Purchase Funnel Over Time Graph

The Purchase Funnel graph charts each step in the funnel over the selected period of time. Hover over a data point to view exact values.

Purchase funnel over time graph


Take Action with Data — Monitor how each step of the funnel is trending over time, particularly during 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, if your Shopped percentage is high (% looked at product), but the Added to Cart is low (% put an item in cart), you may want to take a closer look at your products. A change as simple as adjusting the pricing, or improving the product description may increase the conversion from those that visit into those that add to cart.


Have a question? Check out the Reports & Analytics section of BigCommerce's Community Answers.

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