If the conversions indicate that an objective has been reached, funnels make it possible to analyse the methods that have enabled it to be reached.

The results attained through the monitoring of the shopping cart have given analysts the impetus to extend to other phases the technique used to analyse the performance of e-commerce websites.

At certain times, such as for example during the purchasing or registration phases, users can find themselves having to make their way along a complex path, the end of which is only reached by truly motivated users. Other users abandon the path long before the end is in sight.

The monitoring of a given process (or funnel) makes it possible to evaluate the site’s capacity to lead users towards the pre-set objective. On every site, there are certain pages that constitute bottlenecks, preventing conversions from being made and rendering useless the investments made with a view to acquiring users.

The numerous instances of abandonment are due to the complexity of these pages, the difficulty of navigating through them, the excessive number of pieces of information requested, a broken link or a data-processing problem, or to any one of a plethora of other issues.