{"id":111846,"date":"2018-01-03T17:23:29","date_gmt":"2018-01-03T17:23:29","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/ecommerce-conversion-funnel\/"},"modified":"2026-09-03T16:59:39","modified_gmt":"2026-09-03T11:29:39","slug":"ecommerce-conversion-funnel","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/ecommerce-conversion-funnel\/","title":{"rendered":"The Ecommerce Conversion Funnel Survival Guide"},"content":{"rendered":"<h2>What is a conversion funnel?<\/h2>\n<p>All online businesses are comprised of a certain number of steps that transform visitors into clients. With that in mind, if you\u2019re reading this article, it\u2019s probably because you\u2019re interested in the thorny questions, <em>How can I convert my visitors into clients<\/em>, and, even more importantly, <em>How can I make them loyal clients<\/em>?<\/p>\n<p>Whether you want your website visitors to leave their email address, download an ebook or buy your products, they\u2019ll pass through a certain number of steps before this objective is realized. These steps make up your site\u2019s conversion funnel.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-13973 size-full\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Purchase-funnel.jpg\" alt=\"Purchase Funnel\" width=\"602\" height=\"493\" \/><\/p>\n<div class=\"insert-quote-blue\">\n<p>The idea behind the <strong>conversion funnel<\/strong> (or \u2018purchase funnel\u2019, \u2018sales funnel\u2019&#8230;) is the funnel metaphor: many people will land on your site, and only a small percentage will actually end up buying.<\/p>\n<\/div>\n<p><span style=\"font-size: 20px\"><strong>To optimize your conversion funnel, download our <a href=\"https:\/\/wingify.com\/resources\/shopping-cart-abandonment\/\" target=\"_blank\" rel=\"noopener noreferrer\">ebook on limiting shopping cart abandonment.<\/a><\/strong><\/span><\/p>\n<p>Why? Your visitors go through several decisive steps during the purchasing process, which is often described using the AIDA model: Attention, Interest, Desire, and Action.<\/p>\n<ul>\n<li><strong>Attention.<\/strong> This is the first step of your conversion funnel. You attract visitors by increasing your site\u2019s visibility in the hope they\u2019ll get to know your products. \u00a0You\u2019ll achieve this thanks to ads, social networks, content marketing, etc.<\/li>\n<li><strong>Interest.<\/strong> Once you\u2019ve attracted visitors to your site, the real work begins. You have to spark interest in your products. How? Relevant content, attractive visuals, and special offers are good ways to start. The idea is to entice engagement between you (the website), and your visitors, who probably don\u2019t know you yet. Suggesting they subscribe to your newsletter is another good way of building interest.<\/li>\n<li><strong>Desire.<\/strong> This next step involves creating a relationship of trust and the desire to buy. The idea is to create a reassuring and relevant environment that will help pull your prospect further and further along the sales funnel. <a href=\"https:\/\/wingify.com\/blog\/customization-vs-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalized<\/a>, interesting email campaigns will help you: you can offer special promotions, case studies or client testimonials that reassure your visitors and make them want to take action.<\/li>\n<li><strong>Action.<\/strong> This is the heart of the matter, the final, crucial step of your sales funnel. By this step, your visitors have passed through the conversion funnel and have begun engaging with your brand (they\u2019ve downloaded something, subscribed to something or even called someone). Now, your goal is to convince your prospects to convert by purchasing something or completing another desired action. You\u2019ll want to keep your payment pages clean and simple, only displaying relevant, convincing information that will help turn your prospects into clients.<\/li>\n<\/ul>\n<div class=\"insert-light-blue-background\">\n<p>Because the end goal of your ecommerce site is to convert, ecommerce professionals use the sales funnel to analyze <strong>how well a site converts visitors into clients at each step of the process.<\/strong><\/p>\n<\/div>\n<h2>Why is a conversion funnel useful?<\/h2>\n<p>A conversion funnel is a very powerful tool that\u2019s easy to put in place that allows you to understand what problems your visitors bump up against the buyer journey, and how to fix them.<\/p>\n<p>Let\u2019s take a look at this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13682 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/fitzroys.jpg\" alt=\"Fitzroy&apos;s Flower London\" width=\"1024\" height=\"515\" \/><\/p>\n<p>On this London flower delivery site, half of the products shown on the right have a display issue: it\u2019s impossible to see or click on the <a href=\"https:\/\/wingify.com\/blog\/14-ctas-you-cant-resist\/\">CTA<\/a> \u2018buy\u2019 &#8211; this isn\u2019t good!<\/p>\n<p>The idea behind using a conversion funnel is to better understand the steps that a visitor to \u00a0your website has to go through:<\/p>\n<ul>\n<li>What pages have problems?<\/li>\n<li>What is the conversion rate of each step?<\/li>\n<li>How many people leave the site after one, two or three steps?<\/li>\n<li>What step or page has high drop off?<\/li>\n<\/ul>\n<p>By analyzing these issues, you quickly get a better idea of the strong and weak points of your site.<\/p>\n<p>Even better: you know what step(s) you have to work on in your sales funnel to get more orders, emails or inbound calls.<\/p>\n<p>By taking a look at your conversion funnel, you\u2019ll see that only a very small percentage of your visitors will actually get to the last step (\u2018Action\u2019). That\u2019s why even small changes at each phase of the sales funnel can greatly increase the number of your conversions. You can <a href=\"https:\/\/wingify.com\/resources\/ab-testing\/\">use A\/B testing to test and measure the effects of these modifications<\/a>.<\/p>\n<h2>How can you measure and improve the performance of your conversion funnel?<\/h2>\n<p>At this point, you\u2019ve understood the importance of the conversion funnel in ecommerce. The goal behind analyzing the conversion funnel is to improve conversion rates on your site (and therefore to increase sales), all the while analyzing visitor behavior to<strong> limit drop off at each stage of the sales funnel. <\/strong><\/p>\n<p>Depending on the kind of site you want to analyze, you can establish conversion funnels of <strong>varying size.<\/strong><\/p>\n<figure id=\"attachment_13977\" aria-describedby=\"caption-attachment-13977\" style=\"width: 1196px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13977\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/decathalonsmall-1.jpg\" alt=\"Decathlon\" width=\"1196\" height=\"531\" \/><figcaption id=\"caption-attachment-13977\" class=\"wp-caption-text\">A wide funnel is a good choice for a product-oriented ecommerce site that wants to have a global view of how visitors navigate the site from the home page up to the basket, like on the above Decathlon site.<\/figcaption><\/figure>\n<figure id=\"attachment_13687\" aria-describedby=\"caption-attachment-13687\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13687\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/tunnel-conversion-etroit.jpg\" alt=\"Tunnel de conversion pour Ebook\" width=\"1024\" height=\"768\" \/><figcaption id=\"caption-attachment-13687\" class=\"wp-caption-text\">A narrow funnel is a good idea for sites that don\u2019t have many pages (and therefore fewer steps) or for sites that only want to analyze one single step of their buying process, like in the above example of a (French) gardening site that also proposes an ebook.<\/figcaption><\/figure>\n<p>In general, there are many best practices that can help you make your conversion funnel <strong>smoother and increase sales.<\/strong><\/p>\n<div class=\"insert-quote-blue\">\n<p>The main idea is simple: Make the customer journey as easy as possible and get rid of any roadblocks that stop your prospects from converting or from <a href=\"https:\/\/wingify.com\/resources\/shopping-cart-abandonment\/\" target=\"_blank\" rel=\"noopener noreferrer\">abandoning their cart. <\/a><\/p>\n<\/div>\n<h3>Be clear and simplify navigation<\/h3>\n<p>A complicated or unclear navigation hinders conversions. Your visitors should be able to intuitively find what they\u2019re looking for, and be guided through the sales process. This means highlighting useful links and sections of your website and deleting secondary or even useless sections.<\/p>\n<figure id=\"attachment_13685\" aria-describedby=\"caption-attachment-13685\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13685\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/payplug.jpg\" alt=\"Payplug\" width=\"1024\" height=\"734\" \/><figcaption id=\"caption-attachment-13685\" class=\"wp-caption-text\">On PayPlug, navigation is clean and <a href=\"https:\/\/wingify.com\/blog\/write-value-proposition\/\">the value proposition is simple<\/a>: \u2018try\u2019 or \u2018find out more\u2019<\/figcaption><\/figure>\n<h3>Avoid information overload<\/h3>\n<p>Information overload is information\u2019s worst enemy. Try to order the information you present to your visitors by importance. Concentrate essential information at the beginning of a visitor\u2019s navigation, and let the really curious ones dig for more info deeper in the site.<\/p>\n<figure id=\"attachment_13978\" aria-describedby=\"caption-attachment-13978\" style=\"width: 905px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13978\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/handmsmall-1.jpg\" alt=\"H&amp;M Home\" width=\"905\" height=\"532\" \/><figcaption id=\"caption-attachment-13978\" class=\"wp-caption-text\">On H&amp;M Home, information is classed according to a few categories so a visitor can easily get their bearings: they can choose how they want to explore products and ignore categories that aren\u2019t relevant to them.<\/figcaption><\/figure>\n<h3>Offer help<\/h3>\n<p>Many visitors like to ask a few questions before finalizing their purchase, and an even larger number of visitors don\u2019t finalize their purchase because they couldn\u2019t get help at the right time. Putting in place services or a help desk type of chat can help increase conversions while reassuring your visitors.<\/p>\n<figure id=\"attachment_13979\" aria-describedby=\"caption-attachment-13979\" style=\"width: 1012px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13979\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/hubspotchatsmall.jpg\" alt=\"HubSpot chat\" width=\"1012\" height=\"461\" \/><figcaption id=\"caption-attachment-13979\" class=\"wp-caption-text\">Even when there isn\u2019t anyone to man the ship, HubSpot makes sure there is always a chat option open on their site so that eager visitors can ask questions and get quick answers.<\/figcaption><\/figure>\n<h3>Highlight reassuring elements<\/h3>\n<p>\u2018Social proof\u2019 is a powerful tool for improving conversions. Putting up client testimonials, client ratings or reviews can reassure visitors as to the legitimacy of the site that they\u2019re on, which can have a big impact on increasing conversion rates.<\/p>\n<figure id=\"attachment_13980\" aria-describedby=\"caption-attachment-13980\" style=\"width: 500px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-13980 size-medium\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2018\/01\/Trellorefs-1-500x194.png\" alt=\"Trello references\" width=\"500\" height=\"194\" \/><figcaption id=\"caption-attachment-13980\" class=\"wp-caption-text\">Trello displays a lot of well-known references on their home page. This reassures prospects and creates a feeling of trust.<\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400\">To go even further with the optimization of your site, <\/span><a href=\"https:\/\/wingify.com\/resources\/shopping-cart-abandonment\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">read our advice about limiting card abandonment. <\/span><\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>What is a conversion funnel? Why is it important for e-commece sites? How can understanding this key concept &#8211; and improving you site&#8217;s conversion funnel &#8211; help you boost sales?<\/p>\n","protected":false},"author":1436,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10807],"tags":[10809],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","tag-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>E-Commerce Conversion Funnel: Improvement Tips<\/title>\n<meta name=\"description\" content=\"What is a conversion funnel? Why is it important for e-commece sites? How can understanding this key concept - and improving you site&#039;s conversion funnel - help you boost sales?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/ecommerce-conversion-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E-Commerce Conversion Funnel: Improvement Tips\" \/>\n<meta property=\"og:description\" content=\"What is a conversion funnel? Why is it important for e-commece sites? 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