.png)
Developing Ecommerce Customer Journeys Part 1: Customer Journey Funnel
- theo5416
- Sep 24
- 2 min read
Title: Developing Ecommerce Customer Journeys Part 1: The Customer Journey Funnel
Bringing traffic to your ecommerce site is only the beginning. What really matters is how effectively you turn that traffic into paying customers. This is where the customer journey funnel comes in. By understanding each step of the funnel and how customers drop off along the way, businesses can identify leaks, optimize performance, and ultimately drive more revenue.
What Is the Customer Journey Funnel?
The funnel represents the stages a customer goes through on the path to purchase. At the top, you have everyone who visits your site. As they move through the funnel, some will drop off at each stage until only a fraction complete the desired action — a purchase, a sign-up, or another target action.
Key stages in a typical ecommerce funnel include:
Traffic: the total visitors arriving on your site.
Engagement: how many stay and browse instead of leaving immediately.
Consideration: users adding products to a cart or engaging with product details.
Conversion: completing the purchase or form submission.
Without optimization, many customers leak out at each step — reducing overall revenue.
Fixing the Leaky Bucket
Imagine this scenario:
With a 0.2% conversion rate, 100,000 visitors produce just 200 purchases. If your average sale is 10,000 THB, that equals 2,000,000 THB in revenue.
With optimization, improving each funnel step by even a small margin (say 5%) can increase your conversion rate to 1%. Suddenly, those same 100,000 visitors produce 1,000 purchases, or 10,000,000 THB in revenue.
This example shows how small improvements at each stage multiply into huge gains at the bottom of the funnel.
Benchmarking with Analytics
The first step to optimizing your funnel is knowing your numbers. Use your analytics platform to track:
Bounce rate (who leaves immediately).
Add-to-cart rate.
Checkout completion rate.
Overall conversion rate.
By comparing your data to benchmarks, you can see where the biggest leaks occur and prioritize improvements.
Why the Funnel Matters
For ecommerce, the customer journey funnel is the foundation of success. It helps you:
See the big picture of how customers move from traffic to purchase.
Focus on small, achievable improvements instead of chasing only big wins.
Connect marketing spend to actual revenue impact.
In short, the funnel makes your ecommerce strategy measurable, actionable, and scalable.
Final Thoughts
Traffic without conversion is like water pouring into a leaky bucket. By understanding and optimizing the customer journey funnel, ecommerce businesses can capture more value from every visitor and dramatically increase revenue.
In the next part of this series, we’ll explore the difference between 1st-party and 3rd-party digital assets — and why the platforms you invest in can make or break your customer journey.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to see how your ecommerce funnel is performing? Click below to request a free Insight Audit from AIQ and discover where to plug leaks in your customer journey.
