Why You Need Funnel Tracking for Ecommerce Conversion Optimization

Getting your visitors to place an item into their shopping cart on your website is only half the battle. On average, 67% of visitors end up abandoning their shopping cart somewhere between adding an item to the cart and checking out. There are many reasons for shopping cart abandonment – slow page load time, comparison shopping at other websites, high shipping cost reveals, time constraints, missing product information during checkout, and much more.

This is where funnel tracking comes into play. If you are tracking each step of a visitor’s path in the purchasing process, you will be able to identify where visitors are dropping off in order to effectively diagnose the problem and get it fixed. This will help increase conversions dramatically.


To demonstrate why funnel tracking is vital to conversion optimization, we’re going to look at the common points within a shopping cart that can be tracked with a funnel, what could cause a visitor to leave at those points, and what to do to fix the problem.

View the Shopping Cart

This is one of the make or break points for comparison shoppers – the visitors who like to go to two or more online stores and add everything they want to buy to their shopping carts on each, making sure that everything they want is available and see the total cost for the items.

If you notice a large number of people abandoning their shopping carts at this stage of the game, there are a few things you can do right off the bat to help keep them in the shopping process.

  • Ensure that you have competitive prices.
  • Confirm that each item in the shopping cart is in stock and available to ship on a specific date.
  • Offer free shipping to visitors who have a certain dollar amount in their cart.

These three things will likely give you the edge over your competitors – the visitor will know the pricing is good, the items are going to be shipped quickly, and that they won’t be surprised by an exorbitant shipping fee later in the process.

Create Account, Login, or Guest

Does your shopping cart require that visitors have an account to make a purchase? If you see a lot of abandonments at this stage, you could have visitors who run into the following.

  • New visitors may want to checkout without creating an account.
  • Visitors who shopped a long time ago may not remember their login information, and may not want to take the time to retrieve it.

This is you need to consider allowing people to check out as a guest. Your database can always connect the dots to visitors with previous orders using common factors such as email, address, or phone number. And for new visitors, it allows them to checkout quickly.

Shipping / Billing Address

Many of your visitors may only have a limited time to make a purchase. If you are seeing a lot of abandonments at this stage in the shopping cart, it may be due to having to re-enter duplicate information. Make sure your shopping cart allows visitors to check a box to note that their billing and shipping address are the same for a few less steps in the process.

Also, make sure that your shopping cart isn’t using this as a checkpoint for people who may have an account. Visitors may have forgotten they had created an account long ago, and at this stage, they just want to checkout – they don’t to backtrack to the password retrieval process.

Shipping Preferences

At this stage, if you have a large number of abandons, it could be a sign that your shipping prices are too high, especially compared to competitors. If you already offer free standard shipping for orders above a certain amount, this shouldn’t be an issue. If not, you may want to consider whether charging exact shipping is worth the loss of sales.

Payment Information

This part of your shopping cart is where trust is most important – the part where the visitor enters their credit card information. If you see a lot of abandonment on this page, it could be because your page is missing the following.

  • A confirmation of the products ordered and the total pricing, including shipping, taxes, and other fees.
  • A confirmation that your website is encrypted and secure.
  • A confirmation that your business is reputable.
  • A confirmation of your guarantees and return policies.

While people will get the chance to review their order on the next screen, it’s always good to let them review it here as well. Otherwise, they may back out of the cart entirely to look at the costs again without returning. It’s also good to use this point to show your website’s security certificate badge, BBB rating, and any other symbols that will boost the visitor’s trust in your business.

Order Review

This is the page that turns your visitor into a conversion. The page where they do a final review of their order and click the submit button. Make sure that this page answers all of the visitor’s questions again – what did each item cost, how much was shipping and taxes, where is the order shipping to, is the website secure, and is the business reputable? If you can answer all of these things, you’ll likely convert your visitor into a customer.

In Conclusion

As you can see, there are many points during the online shopping process where you could lose a potential customer, and the only way to optimize those points for conversions is by knowing where the problems lie. This is why funnel tracking for conversion optimization is an absolute must. Be sure to learn more about PadiTrack’s Conversion Funnel Tracking Reports and how they can make diagnosing a conversion problem a cinch!