Definition
What is an ecommerce funnel?
An ecommerce funnel is the sequence of steps from first contact to purchase. Here are the stages and the metric that matters at each.
An ecommerce funnel describes the steps a shopper takes from first seeing a brand to completing a purchase. Fewer people complete each step than the one before, which is why it is drawn as a funnel.
Typical stages
| Stage | Example | Metric to watch |
|---|---|---|
| Attention | A social ad | Click-through rate |
| Consideration | A pre-sell page | Click-through to product page |
| Decision | The product page | Add-to-cart rate |
| Purchase | Checkout | Checkout completion |
Where to improve first
Look for the stage with the biggest drop relative to what is normal for your category. For cold traffic, the jump from ad to product page is often the steepest — which is the gap a pre-sell page is designed to close.
About the author
If It Sells Editorial
Written and reviewed by the team that builds If It Sells. We write about pre-sell pages from the perspective of the people who design the templates and the generation pipeline.
Turn your product page into a pre-sell page
Paste a URL and get an editable advertorial or listicle draft in minutes.