Analyse Conversion Funnel Stages by % of Sessions

Conversion > Conversion Funnel > KPI Funnel > % of Sessions

Summary

The report shows the performance of your site and how effectively it’s turning visits into conversions. It highlights key areas of potential drop-offs, helping to identify stages that need optimization to improve overall site performance.

Questions the report answers

• How effectively is your site converting visitors into customers?
• How does each stage performance compare to the previous period or year?
• Which stage of the customer journey needs attention and optimization?

How to read the report

The KPI Funnel report typically breaks down key steps in the customer journey, visually representing how well each stage performs relative to the prior stage. Each stage in the funnel provides insights into the performance of your site in converting visitors into customers, highlighting potential drop-off points where improvements might be needed.

Understanding Each Funnel Stage

• Sessions: This is where the journey begins. A session is recorded each time a visitor lands on your site. Increasing session counts is often linked to effective marketing campaigns and improved SEO.
• Add to Carts: This measures the number of visitors who add a product to their cart during their session. The add-to-cart rate indicates how well your product selection, product details, and promotions are resonating with visitors.
• Reached Checkouts: This stage counts how many visitors who added products to their cart initiated the checkout process.
• Sessions Converted: This metric counts the number of sessions that ended with a purchase, meaning the customer successfully converted.

Key Performance Metrics

• Session to Cart Rate: This rate represents the percentage of sessions that led to users adding products to their cart.
  • High Session to Cart Rate: A high percentage suggests that your product pages are optimized well, encouraging visitors to add products to their cart.
  • Low Session to Cart Rate: A low percentage suggests that your product pages need optimization, consider optimizing product pages with clear descriptions, high-quality images, and reviews, and highlighting USPs (unique selling points) to enhance engagement.
• Session to Checkout Rate: This measures how many sessions that added products to the cart proceeded to the checkout process.
  • High Session to Checkout Rate: A high rate means visitors are comfortable with their selected products and are motivated to complete the purchase.
  • Low Session to Checkout Rate: A low rate might suggest friction, such as hidden costs, and cumbersome forms.
• Session Converted Rate: This rate indicates the percentage of sessions that are successfully converted into orders. The final conversion rate provides a snapshot of how efficient your entire funnel is in moving users from visiting the site to making a purchase.

Understanding the KPI Card

• Metric Title: This is displayed at the top left corner and defines what the KPI is measuring. Examples include “Sessions,” “Add to Carts,” “Reached Checkouts,” etc.
• Time frame: Just below the metric title you’ll see a time filter label providing you context for the period being analyzed in the KPI.
• Actual Value: The most prominent figure on the card is the Actual Value of the KPI for the selected period.
• YoY Variance: On the right side of the KPI card you’ll see the absolute YoY Variance and YoY Variance % for the metric on the first row.
• Color Coding and Icons of the Title
  • Green: Indicates a positive change — increase the metric value.
  • Red: Indicates a negative change — decrease in the metric value.
  • Yellow: Indicates no change in the metric value
• Tooltip: When hovering over the KPI card, a tooltip appears, providing a detailed view of the data. It includes a table and a 13-week trend chart that compares the current period with the previous one for the selected metric.

Glossary

Add to Cart

The total number of shopping carts created during the sessions tracked in Shopify. It is calculated by summing the total number of carts created.

Cart to Checkout Rate

The percentage of carts that reached the checkout stage. It is calculated by dividing the number of checkouts by the number of shopping carts created.

Checkouts to Order Rate

The percentage of checkouts that result in a successful order. It is calculated by dividing the sessions converted by the total number of sessions reached at checkouts.

Sessions (Shopify)

The total number of sessions tracked in Shopify.

Session Converted

The total number of orders created during the sessions is tracked in Shopify.

Session Converted Rate

The percentage of sessions tracked by Shopify that resulted in an order. It is calculated by dividing the number of sessions by sessions converted.

Session to Cart Rate

The percentage of sessions that resulted in the creation of a shopping cart on Shopify. It is calculated by dividing the number of add-to-cart by the total number of sessions

Session to Checkout Rate

The percentage of sessions that result in a checkout being initiated. It is calculated by dividing the reached checkout by the total number of sessions.