---
title: "What is Conversion funnel? | Chargezen"
description: "The steps a shopper takes from first visit to purchase, and how many people drop off at each step."
url: "https://chargezen.com/glossary/conversion-funnel"
lang: "en"
---

Canonical URL: https://chargezen.com/glossary/conversion-funnel

# Conversion funnel

Conversion funnel

E-commerce

The steps a shopper takes from first visit to purchase, and how many people drop off at each step.

## What is Conversion funnel?

A conversion funnel maps the path to a sale as a series of steps, from many visitors at the top to fewer buyers at the bottom. Measuring how many people move from each step to the next shows you where the leaks are. **A typical store funnel:** 1. Visit the store (from an ad, search, email or a creator's link). 2. View a product page. 3. Add to cart. 4. Start checkout. 5. Complete the purchase. **Subscription brands add steps after the first order:** choose subscribe instead of one-time on the product page, receive the first order, and renew a second and third time. The first renewal is often the biggest drop of all. **How to use it:** - Measure the rate between each pair of steps, not only the overall conversion rate. - Fix the step with the biggest drop first. A slow product page and a surprise shipping cost at checkout are different problems with different fixes. - Compare funnels by traffic source, device and new vs returning visitors. - Change one thing at a time and test it, so you know what worked. **A funnel is a model, not a straight line.** Real shoppers jump around, leave and come back. It's still the simplest way to see where buyers give up.

## Formula

Step conversion rate = People who reach the next step ÷ People at this step × 100

## Example

Out of 10,000 visitors, 4,000 view a product, 800 add to cart, 500 start checkout and 300 buy. Cart to checkout (62.5%) is healthy, but product view to cart (20%) is where most shoppers leave, so the product page gets fixed first.

## Why Conversion funnel Matters

It shows exactly where you lose buyers, so you spend effort on the step that costs you the most sales.

## Explore More Terms

Browse our complete glossary of e-commerce and subscription terms.

[View Full Glossary](https://chargezen.com/glossary)