Visitor count and sales alone won't show you where in between you're losing customers. You have to break the path from visit to purchase into stages before the bottleneck shows itself.
The band narrows from left to right. Where the width drops most sharply is the bottleneck. The product UI shown is the Korean build.
What it shows
Funnel analysis provides stage-by-stage conversion data per display, from visit through exposure to pickup. You can view the narrowing path from visit toward purchase as a single funnel.
Wherever the funnel drops the most, check the conditions right before and after that stage first. Bottlenecks usually concentrate in one place.
When to use it
Use it to review the sales funnel, find the stage with the most drop-off, and optimize display placement around product competitiveness.
A worked example
Here's an example. Say conversion from visit to exposure runs 73 percent, but exposure to pickup runs only 15 percent. The bottleneck sits right after exposure. Fix the price tag and POP materials first, then check pickup rate on the same funnel two weeks later to verify the improvement.
Which features to read it with
One feature alone rarely gets you to the cause. The pattern that repeats is: overlay a second feature to narrow the cause, act, then re-measure with a third.
- Measure — Overlay the biggest drop-off stage with the shelf heatmap to narrow it down to a specific shelf.
- Act — Change the price tag and POP on that shelf.
- Verify — Use purchase conversion to see whether it carried through to a purchase.
Whichever stage drops the most is where resources should go first. For a more granular, shelf-by-shelf view, continue with shelf analysis; to follow it all the way to purchase, see purchase conversion. Check out funnel analysis in saai insight.
