{"id":33604,"date":"2022-12-21T13:52:37","date_gmt":"2022-12-21T13:52:37","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=33604"},"modified":"2025-03-20T08:21:06","modified_gmt":"2025-03-20T08:21:06","slug":"ecommerce-conversion-funnel","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/","title":{"rendered":"eCommerce Conversion Funnel in 5 Stages"},"content":{"rendered":"<p>Sales funnels are a valuable tool in that they guide customers through various predictable stages, starting as a lead and concluding as a loyal purchasing customer.<\/p>\n<p>Today, we\u2019re going to introduce the eCommerce conversion funnel, define what a conversion funnel is, and go through all the stages of the funnel so you can recreate your own.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/#What_Is_an_eCommerce_Conversion_Funnel\" >What Is an eCommerce Conversion Funnel?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/#The_Stages_of_an_eCommerce_Conversion_Funnel\" >The Stages of an eCommerce Conversion Funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/#Tips_for_Making_the_Most_of_Your_eCommerce_Conversion_Funnel\" >Tips for Making the Most of Your eCommerce Conversion Funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-funnel\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_an_eCommerce_Conversion_Funnel\"><\/span><span style=\"color: #339966;\"><strong>What Is an eCommerce Conversion Funnel?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s begin, as promised, with a definition. Exactly what is an eCommerce conversion funnel, anyway?<\/p>\n<p>Referred to as a sales funnel, a conversion funnel is an overview of the steps that an average customer takes when completing an eCommerce purchase.<\/p>\n<p>Like a traditional sales funnel, the conversion funnel begins with a lead landing on your website and includes all the stages through to conversion.<\/p>\n<p>In the world of eCommerce, a customer\u2019s purchasing decisions aren\u2019t always quite as linear as a conversion funnel might suggest, but it\u2019s still good to have one of these funnels in place anyway to act as the benchmark for understanding lead and customer behavior.<\/p>\n<figure style=\"width: 480px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/media2.giphy.com\/media\/zOpFyPwwP3HntYvRjk\/giphy.gif?cid=ecf05e47mupf8jw7pcitgxtrkt2yk5f2aqbpk417b4g8save&amp;rid=giphy.gif&amp;ct=g\"><img decoding=\"async\" src=\"https:\/\/media2.giphy.com\/media\/zOpFyPwwP3HntYvRjk\/giphy.gif?cid=ecf05e47mupf8jw7pcitgxtrkt2yk5f2aqbpk417b4g8save&amp;rid=giphy.gif&amp;ct=g\" alt=\"Ecommerce Packaging GIF by Bio Sakure\" width=\"480\" height=\"480\"><\/a><figcaption class=\"wp-caption-text\"><em>Source: Giphy<\/em><\/figcaption><\/figure>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-funnel\/\">Read also:&nbsp;Marketing Automation Funnel Explained For Beginners<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Stages_of_an_eCommerce_Conversion_Funnel\"><\/span><span style=\"color: #339966;\"><strong>The Stages of an eCommerce Conversion Funnel<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The average eCommerce conversion funnel is divided into five steps or stages. Let\u2019s take a look at each now.<\/p>\n<h3><strong><span style=\"color: #993300;\">Stage 1 \u2013 Discovery<\/span><\/strong><\/h3>\n<p>Like most sales funnels, an eCommerce conversion funnel begins with the discovery stage. You can also think of this as the awareness stage, which is another nickname for this level of the sales funnel.<\/p>\n<p>At this introductory stage, a lead has found your eCommerce brand, either completely by accident or through the targeted advertising and marketing campaigns you\u2019ve launched as of late.<\/p>\n<p>The lead will often find themselves on your website or your <a href=\"https:\/\/www.engagebay.com\/blog\/landing-page-optimization-practices\/\">landing pages<\/a>. Perhaps they even end up on your social media pages. They\u2019ve never heard of you before, or if they have, they know very little about you.<\/p>\n<p>This stage isn\u2019t about researching or even thinking about a purchasing decision yet; that\u2019s still many stages away. Instead, it\u2019s all about building that awareness of your <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-brands\/\">eCommerce brand<\/a>.<\/p>\n<p>At this stage in the funnel, you want to understand how these leads are finding you by issuing surveys. This way, you can focus more on those efforts for your future lead gen.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/lead-funnels\/\">Read also: A Beginner\u2019s Guide to Lead Funnels: How to Double Your Sales<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">Stage 2 \u2013 Interest<\/span><\/strong><\/h3>\n<p>You have a lead\u2019s attention, and this is a priceless moment. You might never get this opportunity again, so you have to make the most of it.<\/p>\n<p>That\u2019s where the second stage of the <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-conversion-rate-optimization\/\">eCommerce conversion<\/a> funnel comes in, which is interest.<\/p>\n<p>Now that the lead is on your website or social media sites, they\u2019re going to begin doing some cursory research. They want to know more about you, such as who you are and what kinds of products and services you offer.<\/p>\n<p>They\u2019ll read product descriptions and, more importantly, <a href=\"https:\/\/www.engagebay.com\/blog\/five-star-reviews\/\">product reviews<\/a>. They\u2019re eager to learn what they can about you based on what\u2019s available online, but they\u2019re still not thinking about making a purchasing decision yet.<\/p>\n<p>The interest stage is all about gathering information.<\/p>\n<p>To make it easier for your leads to do that, be sure to redesign your website so it\u2019s as seamlessly navigable as possible.<\/p>\n<p>You might even consider adding an FAQs section that answers the questions that most new site visitors have about your eCommerce brand and your products and services.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/\">Read also: eCommerce Email Conversion Funnel Analysis Guide For Beginners<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">Stage 3 \u2013 Intent<\/span><\/strong><\/h3>\n<p>By the third stage, the intent stage, those reluctant leads of yours are no longer so reluctant. They\u2019re closer to reaching a purchasing decision and might have even added your items to their wish list.<\/p>\n<p>They\u2019re not quite yet in the buying stage but will be sooner than later. It might take them waiting until payday or reading reviews for them to finally do it.<\/p>\n<p>If you\u2019re not already sending highly <a href=\"https:\/\/www.engagebay.com\/blog\/email-sequence-personalization\/\">personalized email<\/a> content, then it\u2019s time to start. You also want to make the checkout process on your website as effortless as possible.<\/p>\n<p>You could even sweeten the pot by offering your leads a discount if they make a purchase within the next 24 or 48 hours.<\/p>\n<figure style=\"width: 350px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/media3.giphy.com\/media\/xThtagVZVoCvNhzlJK\/giphy.gif?cid=ecf05e47mupf8jw7pcitgxtrkt2yk5f2aqbpk417b4g8save&amp;rid=giphy.gif&amp;ct=g\"><img decoding=\"async\" src=\"https:\/\/media3.giphy.com\/media\/xThtagVZVoCvNhzlJK\/giphy.gif?cid=ecf05e47mupf8jw7pcitgxtrkt2yk5f2aqbpk417b4g8save&amp;rid=giphy.gif&amp;ct=g\" alt=\"you're welcome ecommerce GIF\" width=\"350\" height=\"350\"><\/a><figcaption class=\"wp-caption-text\"><em>Source: Giphy<\/em><\/figcaption><\/figure>\n<h3><strong><span style=\"color: #993300;\">Stage 4 \u2013 Purchase<\/span><\/strong><\/h3>\n<p>Once the buyer has finished their research or gotten paid, it\u2019s time for them to enter the most exciting stage of the funnel, the purchasing stage.<\/p>\n<p>By now, they do more than toy with adding your product or service to their cart. They go through with it and check out.<\/p>\n<p>If you didn\u2019t already ply the lead with discounts in the intent stage, then the beginning of the purchase stage is definitely the right time to do it.<\/p>\n<p>You should also have <a href=\"https:\/\/www.engagebay.com\/blog\/abandoned-cart-emails\/\">abandoned-cart messages<\/a> ready to go in case the lead somehow changes their mind before they convert.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-sales-funnels\/\">Read also: eCommerce Sales Funnels 101: A Comprehensive Guide for Beginners<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">Stage 5 \u2013 Engagement<\/span><\/strong><\/h3>\n<p>The last stage of the eCommerce conversion funnel is engagement.<\/p>\n<p>You might have successfully converted the lead to the customer, but if all you ever get out of this new customer is a single purchase, then was it really worth it?<\/p>\n<p>That\u2019s why engagement at this stage is so integral.<\/p>\n<p>Now, keep in mind that engagement is not only reserved for the end of the conversion funnel. You could insert it in the beginning or in the middle of any of the funnel steps we discussed today.<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-marketing\/\">Read also: 8 Fantastic eCommerce Marketing Strategies <\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tips_for_Making_the_Most_of_Your_eCommerce_Conversion_Funnel\"><\/span><span style=\"color: #339966;\"><strong>Tips for Making the Most of Your eCommerce Conversion Funnel<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To wrap up, here are some valuable tips to follow so you can establish your own working eCommerce conversion funnel!<\/p>\n<h3><strong><span style=\"color: #993300;\">Use Surveys<\/span><\/strong><\/h3>\n<p>Conducting surveys on how website users found your site takes only a minute or two for leads to answer and can help you build trends and specify where your leads are coming from. If you\u2019re not already using these surveys, you\u2019re missing out!<\/p>\n<h3><span style=\"color: #993300;\"><strong>Take Advantage of Behavior Analytics Tools<\/strong><\/span><\/h3>\n<p>Why do your leads make the decisions they do? With behavior analytics tools, you can answer those kinds of questions once and for all.<\/p>\n<p>You\u2019ll learn about what misgivings they might have about making purchases, what snags they run into on the buyer journey, and what if anything on your website makes it hard to complete checkout.<\/p>\n<h3><span style=\"color: #993300;\"><strong>Revamp Your Website<\/strong><\/span><\/h3>\n<p>Speaking of your website, if you haven\u2019t recently retooled it, now is as good a time as any to do that. Your website needs to be a lean, mean converting machine!<\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/sales-pipeline-vs-sales-funnel\/\">Read also: Sales Pipeline vs Sales Funnel: Yes, They\u2019re Two Different Things<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><strong>Conclusion<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An eCommerce conversion funnel helps you understand the journey from a lead to a customer.<\/p>\n<p>Although that journey is often non-linear and thus a conversion funnel isn\u2019t always your most reliable gauge, learning the steps of the funnel helps you prepare to meet a customer\u2019s needs no matter in which order those arise!<\/p>\n<p>Are you an <a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> customer? EngageBay just introduced an <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">eCommerce marketing automation<\/a> as well as a <a href=\"https:\/\/www.engagebay.com\/integrations\/shopify-integration\">Shopify integration<\/a>.<\/p>\n<p>If you haven&#8217;t tried EngageBay for your marketing and <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM<\/a> needs, try it today.<\/p>\n<p><em>\ud83d\udc49Discover the most effective ecommerce marketing tools that will transform your campaigns in our <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-marketing-tools\/\">detailed article<\/a>! \ud83d\udcc8<\/em><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = 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[&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":33743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[22],"tags":[7617],"class_list":["post-33604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ecommerce-conversion-funnel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.3 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>eCommerce Conversion Funnel in 5 Stages<\/title>\n<meta name=\"description\" content=\"In this blog we\u2019re going to introduce the eCommerce conversion funnel, define what a conversion funnel is, and go through all the stages of the funnel so you can recreate your own.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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