The so-called conversion funnel is a visualisation of the path of users from the first contact with the website until the realisation of some specific goal, i.e. a conversion. The entire process usually consists of several steps, and each step involves the loss of a certain percentage of users. In the end, only a small fraction of people usually decide to make a conversion (e.g. in the form of finalising a transaction).
This behaviour may be due to the specific nature of internet users’ shopping behaviour, but it may equally well be the result of errors or negligence at some stage of the process. By creating a visualisation of the entire path (e.g. using Google Analytics), you can gain insight into which moment in the conversion process is most problematic for potential customers.
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