Analyzing the purchase process in your online store helps understand customer behavior and improve conversion rates. This guide explains how to interpret the Purchase Process panel data effectively.

Understanding the Purchase Funnel

The purchase funnel consists of four key stages:

1. Visits: Total number of browsing sessions on your site
2. Product Viewed: Number of visits where customers viewed at least one product page or preview
3. Added to Cart/Checkout Initiated: Number of unique cart additions or checkout initiations
4. Purchased: Number of completed transactions during the same visit

Monitoring Conversion Rates

Percentages between stages show the conversion rate from one step to the next. For example, 60% between visits and product views means 60% of visitors viewed a product.

The line graph tracks changes over time, with different colors representing each funnel stage:

• Top line: Visits
• Second line: Product views
• Third line: Cart additions
• Bottom line: Purchases

Analyzing Impact Factors

Monitor how these changes affect your conversion rates:

• Marketing strategy adjustments
• Promotional offers and discounts
• Free shipping campaigns
• Website design updates
• New product launches

Data Accuracy Considerations

Some discrepancies may occur due to:

• Late-night browsing sessions crossing midnight
• Product views in different site areas
• Differences between Purchase Process and Abandoned Cart metrics

Best Practices

1. Regularly monitor conversion rates
2. Track changes after implementing new features
3. Compare data across different time periods
4. Filter results by specific products or member sites
5. Note timing of store changes to correlate with data changes

The Purchase Process panel provides valuable insights for optimizing your online store's performance and improving customer conversion rates through data-driven decisions.

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