Model an ecommerce funnel from sessions through to orders and find the stage that limits revenue.
Because stages multiply, the end-to-end rate is far lower than any individual stage and is dominated by the weakest link. Improving the worst stage by a fifth lifts orders by the same fifth, which no equivalent gain elsewhere matches. Funnel work should always start at the weakest stage; optimising an already-strong stage produces a fraction of the return for the same effort.
Conversion Funnel
Orders = sessions × product view rate × add-to-cart rate × checkout rate × purchase rate
Orders = sessions × product view rate × add-to-cart rate × checkout rate × purchase rate Because stages multiply, the end-to-end rate is far lower than any individual stage and is dominated by the weakest link. Improving the worst stage by a fifth lifts orders by the same fifth, which no equivalent gain elsewhere matches.
Funnel work should always start at the weakest stage; optimising an already-strong stage produces a fraction of the return for the same effort.
This calculator takes 5 inputs: Sessions, Sessions viewing a product, Product views adding to cart, Carts starting checkout, Checkouts completing purchase. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.