Sales funnel analysis and conversion optimisation for a North American e-commerce retailer

The Challenge

The store was getting visitors. The orders weren't following. Leadership knew conversions were weak but had nothing to show where in the process people were dropping off, which sources were worth investing in, or what a realistic improvement would look like. Marketing spend was being allocated largely on instinct.

Our Approach

Analytics, the e-commerce platform, and internal order data were connected into one unified funnel view. Each step of the ordering process was mapped and quantified — a number attached to each drop-off point and a revenue figure attached to fixing it.

Lead source data was layered in to show which channels were converting and which were generating the largest orders. That changed how the team thought about where to spend.

Three friction points stood out: basket visibility, forced account creation, and delivery costs surfacing too late. Each was modelled for potential uplift so the team could prioritise by impact rather than ease.

Key Deliverables

• Unified funnel model connecting analytics, e-commerce platform, and order data
• Stage-by-stage drop-off analysis with revenue impact per friction point
• Lead source attribution and conversion analysis by channel
• Basket size and order frequency breakdown by acquisition source
• Prioritised recommendation roadmap with uplift estimates per initiative

“We'd been guessing where we were losing customers. Seeing it in numbers changed what we prioritised next.”

— Head of E-Commerce, North American Retailer

Results

Engagement

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