Conversion funnel analysis
Conversion funnel analysis shows at which step visitors abandon a purchase or enquiry, and why.
Drop-off points
Between a first visit and a sale or enquiry lie several steps, such as basket and checkout, or form and confirmation. Visitors are lost at each one. Fixing the right step helps every visitor and is often more cost-effective than extra ad spend.
Methods
Funnel exploration in GA4: drop-off rates per step, by device, source or region
Path analysis: the routes users actually take, including detours
Qualitative research: heatmaps, session recordings or user tests that show why people leave
Prerequisite
Every step needs a clearly defined event. We add missing events in Tag Manager. For shops and portals, we check that sessions are joined correctly across domains and payment services.
Outcome
You get a prioritised list of causes and actions. Technical errors are fixed straight away, while hypotheses go into A/B tests. Typical findings include unexpected shipping costs, forced account creation, slow mobile pages or unclear error messages.