Conversion funnel for e-commerce web sites

Conversion funnel
Mapping of the e-commerce components or
subsystems to conversion funnel

The conversion funnel describes the buying process.
Conversion funnel
This is a technical term used in the
eCommerce field to describe a series of
steps or actions a user must take
before their visit is converted to a sale.

1. Acknowledgement Most conversion funnels either start by someone
coming to a site from the home page, or by someone
landing on a category page from a search engine.
Many eCommerce sites will get a lot of traffic from
search engines. This is why it’s important to design
your category pages in a way that’s easy for users to
find the products they’re looking for and move closer
to purchasing
Related e-commerce components or
subsystems:
● Home Page (HP)
● Category Landing Pages (CLP)

The main Home Page goals are following:
1. Establish a solid first impression
● explain your products
● get insight into the brand story
1. Provide a clear focus
2. Establish credibility
3. Encourage visitors to drive deep
4. Keep it modern and relevant
subsystems:
● Home Page (HP)
is the initial or main web page of a website.
1. Acknowledgement

Many eCommerce sites will get a lot of traffic from
search engines. This is why it’s important to design
the category pages in a way that’s easy for users to
find the products they’re looking for and move closer
to purchasing
A category page is a transit point. It is used in
ecommerce to give shoppers access to a range of
products such as 'menswear' before they drill further
down to find specific items (e.g. socks, jeans)
Therefore the goal of a category page is to get as
many users who see this page to go to a next pages.
subsystems:
● Home Page (HP)
The category landing page appears when a
customer navigates the categories with either no
other result refinements selected or no category-
specific slot is defined through a rendering
template for this category.
1. Acknowledgement

2. Engagement Product Listing Pages are funnel pages, their main
goal is to funnel visitors to the right product page.
Thus, you need to include information on these pages
to help visitors find the right product for their need
and remove any element that distracts the visitor from
that goal.
subsystems:
● Product Listing Page (PLP)
● Search Subsystem (SSS)
● Compare Subsystem (CSS)
You must remember that website visitors do not
make purchase decisions at the PLP level; they make
the purchase decision at the product page level.

2. Engagement The product listing pages are key hub pages in any e-
commerce store. These pages should not make users
to have to go into a product page to check if it’s the
particular product they want. Instead, the view and
layout of the products on your category page should
be clear enough so that users can spot what products
they want without doing the extra work.
The product list effectively dictates product presentation and
provides the pathway from category pages and search results
to the all-important product page. Thus the main purpose of
PLP is to help users to find the most appropriate product
according to their needs. While prototyping the interface, we
should answer to the following users’ questions: ‘where I am?’,
‘what I can do here?’, ‘how can I interact with it?’.
subsystems:
allows users to visually forage a group of
products, as well as review additional product
details to help them further differentiate products
without clicking into the product page for full
details.

2. Engagement
Search is the user's lifeline for mastering complex
websites. The best designs offer a simple search box
on the homepage and play down the advanced search
and scoping. Users love search for two reasons:
● Search lets users control their own destiny and
assert independence from websites' attempt to
direct how they use the web. Many users go
straight to the homepage search function.
● Search is also users' escape hatch when they are
stuck in navigation. When they can't find a
reasonable place to go next, they often turn to
the site's search function. This is why you should
make search available from every page on the
site; you cannot predict where users will be when
they decide they are lost.
subsystems:
It is a service for finding information within the
site.

2. Engagement
Comparison is one of the most critical activities users
perform on the web. In many cases, it’s a necessary step
before your site visitors will perform a desired action
(like buying your product, signing up for membership,
contacting you, or requesting a quote).
Comparison tool should help each user find the option
that suits them, rather than a way to upsell them:
● Don’t try to manipulate your users, and you’ll avoid losing
their trust.
● When people buy what’s best for them, they’re more likely
to be satisfied customers, and promote your brand to
others.
● Beyond valuing the next click, you should value the next
year: the more somebody values their current interaction
with your website, the more likely they are to turn into loyal
users who’ll return.
subsystems:
The compare functionality enables users to
compare products within the category.

The main objectives of product pages and of the
related components are following:
1. Provide enough essential information about the
product to ensure that:
a. a customer is able to make the best possible
choice
b. the ordered product and post-production
services will fit the customer’s needs and meet
his expectations
2. Turn visitors into customers
3. Choice
subsystems:
● Product Subsystem (PRS)
● Recently Viewed Products Subsystem
(RVS)
● Quick View (QV)

E-commerce website could have the multiple product
types:
● Standard product
a single product with its own SKU and price, no options
choosable by the user
● Variation product
products offered in multiple different variants
● Product with options
● Product bundle
is typically designed to be ordered as a whole and
presented in the storefront as a single item. Product Bundle
contains products that can only be sold together
● Product set
contains products that can be sold together or
individually
3. Choice
subsystems:
The product page is where the user makes a
decision about what to buy
(RVS)
● Quick View (QV)

Customers always like to see which products they
have visited on your site. It increase chances that a
customer saw the products he visited recently and
purchase one instantly. It also adds a nice section
under products detail page so that your product page
will not look too empty.
Finding a previously visited product becomes complex
when the user has to depend on the browser’s “Back”
button or has to renavigate the categories or use
search. To avoid this, a recently viewed products
section helps a customer a lot in finding a previously
checked product.
3. Choice
subsystems:
(RVS)
Recently viewed products allows to displayed
product that users have already been viewed.
● Quick View (QV)

Quick View allows users quickly view and add a
product to cart without opening the product view
page.
With one click on a Quick View button, a popup
window will open with all necessary information like
product image, product price, description, product
reviews, product attributes and link to product detail
page etc.
The Quick View can be added for all type of products
as it is on the home page or the collection pages.
3. Choice
subsystems:
(RVS)
● Quick View (QV)
Quick View is a dynamic layer that floats above
the product list / grid and provides basic product
information, viewing tools and add to cart
mechanism.

4. Purchasing
subsystems:
● Shopping Cart Subsystem (SCS)
● Checkout Subsystem (CO)
The purchasing process with people adding
something to the cart. The moment a visitor adds the
first item to their cart, they’re not browsing – they’re
shopping.
The purchasing process ends with an order summary,
where users can review the order, followed by an order
confirmation, indicating the order is complete.

4. Purchasing
subsystems:
allows the customer to easily manage the
products and quantities in their cart before they
check out.
The cart needs to assist shoppers in making final
decisions and proceeding to purchase. The main
goal for the design of the shopping cart page is to
compel shoppers to click “Checkout.”
Also, many shoppers use the cart as a holding area, to
collect items they’re considering, but aren’t yet
convinced they want or need to buy. The cart often
acts like a dressing room in a clothing store — a spot
where users consider items and make final decisions.
Therefore there are 2 main goals of the shopping cart
● Purchase
● Return Visitors

4. Purchasing
subsystems:
includes checkout pages according to selected
flow.
The checkout experience is arguably the most crucial
aspect of an online store.
Any hiccups and the customer could get distracted,
disappointed, or leave outing the site.
The design and flow of the checkout to frequently be
the sole cause for users abandoning their cart during
the checkout flow. Users need to feel secure and
comfortable when dealing with money. The checkout
experience needed to be consistent and familiar
across all online stores.

My Account, which is accessible from header, allows
users to have access of features associated with
their account, like changing account information,
tracking orders, managing address book, and other.
5. Retention
subsystems:
● My Account Subsystem (MA)

Other
subsystems:
● Content Pages (CP)
Site content pages according to project scope
● Transactional Emails (TE)
There are two general types of email:
Transactional and Promotional (including
newsletters, special offers, etc.
● Error Pages (ERR)
Error pages displayed when an unexpected
condition occurs

Conversion funnel for e-commerce web sites

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