Your overall conversion rate is just a symptom. To fix bad conversions, you need to diagnose the micro-conversions at each step of your funnel. Our Funnel Analysis tool does exactly that.
E-commerce Funnel Benchmarks
A healthy DTC e-commerce funnel looks like this:
| Funnel Step | Healthy Benchmark | Drop-off Meaning |
|---|---|---|
| **Product Page Views** | 100% | (Starting point) |
| **Add to Cart (ATC)** | 8% - 12% | If low: bad product, price too high, or weak offer |
| **Initiate Checkout** | 4% - 6% | If low (high cart abandonment): hidden shipping costs or cart friction |
| **Purchase** | 2% - 3% | If low: payment failures, bad shipping options, lack of trust badges |
How to Fix Funnel Leaks
Problem: Low Add-to-Cart Rate *Fixes:* Improve product imagery, make the ATC button stick to the bottom on mobile, add social proof near the price, clarify sizing.
Problem: High Cart-to-Checkout Drop-off *Fixes:* Offer a free shipping threshold, remove required account creation, add a progress bar.
Problem: High Checkout Abandonment *Fixes:* Add accelerated payment options (Shop Pay, Apple Pay), clarify return policies, ensure shipping costs were transparent earlier in the funnel.