E-commerce Funnel Basics

Summary

The specific path from product discovery to purchase in e-commerce — browse, product page, cart, checkout — each step with its own drop-off risk and its own optimization levers.

• 1Map the full e-commerce funnel for a store you've shopped at, noting each step.
• 2Identify the step most likely to have the highest drop-off, and why.
• 3Learn why checkout friction alone can account for a large share of lost sales.