We are often asked about Funnel Optimisation and Conversion Rate Optimisation. People seem to know they should be addressing these areas, but are often not sure what they actually are or how to go about it.


In terms of Funnel Optimisation, there are two types of analysis that all store owners should perform:

  • Purchase Funnel Analysis
  • Checkout Funnel Analysis

The purchase funnel measures the actions your customers take before making a purchase. Completing purchase funnel analysis helps you identify areas for improvement, like low resolution images, poor product descriptions, unclear pricing or even website errors.

Checkout funnel analysis will help you pinpoint when and where your customers leave during the checkout process.

Google Analytics is helpful for doing funnel analysis. If you are not currently using Google Analytics to do funnel analysis, I suggest you checkout the below video from KISSMetrics.


The start of the new year is the perfect time to go over your conversion learnings from last year and put a plan in place for a successful 2015.

To this end over the next 8 weeks, we will be publishing a series of posts on Conversion Rate Optimisation (CRO), covering:

We hope that after this 8 week journey, you will be a CRO ninja, or at least have a clear idea on how to use Conversion Rate Optimisation for your business.