E-commerce: How to Use Analytics to Plug Holes in the Conversion Funnel

“We look at each section of the site as a number, or percent of the monetary value that the site generates,” he said. For instance, if you look at all of the visitors to Ice.com’s main site, 60 percent get to the product search page, 30 percent make it to the product details page and 3 percent actually place an order. Gniwisch noted that Ice.com looks at each piece of that conversion funnel, conducts A/B testing on each section and tries to convert more consumers at each stage. “If you increase each part of that funnel by one percent,” he said, “you see a 40 percent increase in sales conversion.”