Funnels and conversion paths
Ecommerce checkout funnel analysis
Spot avoidable friction from cart through order confirmation and payment.
Checkout funnels work best when events describe reliable milestones and the report makes payment failures visible without mixing them with browsing behaviour.
Define robust checkout milestones
A practical sequence might include cart, checkout started, delivery details, payment attempt and confirmed order. Treat the order confirmation as a verified outcome, not a click on the final button. Reconcile analytics orders with the commerce system because blockers, duplicate events and delayed confirmations can distort totals.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeLook for the avoidable surprises
Review shipping and tax visibility, guest checkout, payment options, address validation and error recovery. Compare device, country and acquisition source when these affect the offer or payment experience. A sharp loss at payment can reflect a payment method issue; it can also mean your purchase event is missing. Validate before changing the checkout.
Balance completion and order quality
Track completed orders and revenue alongside step progression. Watch refunds, failed payments and average order value so a shortcut does not create poorer purchases. Test one improvement at a time and annotate promotions, stock changes and shipping policy updates that affect the same period.