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WISEPIM conversion funnel from view to purchase The Conversions report shows how many visitors turn into buyers. It maps your full funnel, from the moment someone lands on your store to the moment they pay. Use it to find where shoppers drop off and what to fix to win more sales. The payoff is concrete: most stores have significant, addressable leakage at one or two funnel stages. Finding the biggest drop-off in this report and fixing the root cause, poor product content, checkout friction, or a missing payment method, is one of the highest-return actions available, because it lifts revenue from traffic you are already paying for.
Conversion data needs your connected platform to send session and checkout events. Not every integration supports full funnel tracking. Check your integration settings to confirm.

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Metrics at a glance

These four numbers tell you how well your store turns traffic into sales.
MetricWhat it tells you
Conversion rateThe share of sessions that end in a purchase. Your single most important efficiency number. A benchmark chip shows whether your rate falls in Poor, Average, Good, or Excellent range.
Add-to-cart rateThe share of sessions where a visitor adds at least one item to their cart.
Cart abandonment rateThe share of shoppers who add items but leave before checkout. A benchmark chip shows how your rate compares.
Checkout abandonment rateThe share of shoppers who start checkout but never finish. A benchmark chip shows how your rate compares.
Small conversion gains have an outsized payoff. Going from 2% to 2.5% is a 25% lift in sales from the same traffic.

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Conversion-rate benchmark scale

Your current conversion rate is plotted on a four-band scale so you can see at a glance where you stand and how far you are from the next tier.
BandRangeWhat it means
Poor0–1.5%Well below typical e-commerce. Likely a funnel or traffic-quality issue.
Average1.5–2.5%In line with most stores. Meaningful room to improve.
Good2.5–4%Above average. Incremental optimisation will move you toward Excellent.
Excellent4%+Top-quartile performance. Focus on protecting and scaling.
The same benchmark chip appears under the cart-abandonment and checkout-abandonment KPIs so you can benchmark each stage independently.

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Checkout health

A dedicated row surfaces the health of your checkout process in three numbers:
  • Abandoned cart value: total revenue sitting in abandoned carts during the period. Recovering even a fraction has a direct bottom-line impact.
  • Cart-to-purchase rate: how many carts actually turn into completed orders.
  • Checkout success rate: how many started checkouts reach payment confirmation.

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The order-based funnel

The funnel shows each stage in sequence: sessions → product views → add to cart → checkout started → purchase completed. Each stage lists its count and the percentage drop-off to the next. The largest single drop is where you lose the most shoppers, start your optimisation there. Below the funnel, three insight chips surface the most actionable signals automatically:
  • Biggest drop-off stage: the step with the steepest fall, so you know where to look first.
  • Biggest lever: the stage where the most sessions are lost in absolute terms. Fixing this delivers the largest raw recovery.
  • Cart-to-purchase rate: a direct read on how effectively your checkout converts carts into orders.

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GA4 behavioral funnel

The GA4 behavioral funnel requires a connected Google Analytics 4 property. Until GA4 is connected, only the order-based funnel (derived from your platform’s order data) is available. After connection, GA4 event data can take up to 24 hours to sync before the funnel populates.
When Google Analytics 4 is connected, a second funnel becomes available alongside the order-based one. It is built from GA4 behavioral events rather than completed orders, which means it captures intent at every stage, not just the stages that produced a transaction. The GA4 funnel tracks these events in order:
  1. view_item, a visitor viewed a product page
  2. add_to_cart, they added an item to their cart
  3. begin_checkout, they entered the checkout flow
  4. purchase, they completed the transaction
Because this funnel is event-driven, it shows drop-off at earlier, harder-to-observe stages than the order-based funnel. Use it to distinguish between visitors who never engaged with a product and visitors who engaged but bailed during checkout. Additional conversion data showing the funnel stages and checkout health metrics

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Act on what you find

Visitors are not convinced to act. The most common cause is weak product content: thin descriptions, few or poor images, and unclear pricing. Open Data Quality to find the products with the lowest quality scores, then run AI enrichment to fill the gaps. Cross-reference with Search & Discovery to confirm these products are surfacing in relevant searches. Outcome: more visitors taking the first step into your purchase funnel, which lifts every downstream metric.
Shoppers added items but left before checkout. The top killers are surprise shipping costs, missing payment methods, and checkout friction. Review your checkout configuration on the relevant platform. In parallel, check Product Performance to see if the abandoned products have pricing issues, if your average selling price is out of line with the category, that also drives abandonment. Outcome: recovery of revenue that was already signalled by a cart add, with no extra traffic spend.
Intent was established, the shopper entered checkout but did not finish. The problem almost always lies in the checkout flow itself: payment errors, required account creation, unexpected fees, or a slow/broken payment step. This is a platform-level fix, but you can validate which products or price points are most affected by checking the Revenue & Sales top products table for patterns. Outcome: closed checkout-stage leakage on shoppers who had already committed to buy.
If sessions are high but conversion rate is in the Poor band, the problem is systemic. Check the funnel to see where the largest single drop-off sits: if it is sessions → product views, your landing pages are not connecting visitors to relevant products (see Search & Discovery). If it is product views → add-to-cart, content quality is the lever, use AI enrichment on your highest-traffic, lowest-converting products. Outcome: improvement in conversion rate from the same traffic, compounding into a significant revenue lift.
If shoppers who start checkout almost always complete it, but your headline conversion rate is still low, the leakage is happening before checkout, at the product page or cart stage. Focus enrichment effort on AI enrichment and review product pricing with Bulk Edit → Change price on products with high view counts but low add-to-cart. Outcome: targeted work on the funnel stages that actually need it, rather than a blanket audit.

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Compare against benchmarks

MetricAverageGoodExcellent
Conversion rate2–3%3–5%5%+
Cart abandonment70%60–70%<60%
Checkout abandonment25%15–25%<15%
Add-to-cart rate5–8%8–12%12%+
Benchmarks shift a lot by industry and price point. Treat them as direction, not hard targets. Compare against your own history first.

Traffic & Behavior

See where your visitors come from and how they behave on your site.

Revenue & Sales

See how conversion gains turn into revenue growth.

Search & Discovery

See how customers find products and clear the path to purchase.