Funnel & CRO
Where shoppers drop off, and which experiments actually moved the needle.
Purchase funnel
Recomputed under the current brand, channel and device filters (all devices).
view_item
951,852—
add_to_cart
214,167−77.5% drop
begin_checkout
124,217−42.0% drop
purchase
47,375−61.9% drop
Switch the device filter to Mobile to see the weakness: mobile carries ~60% of sessions at roughly half desktop's conversion rate.
Logged-in vs guest conversion
Engaged-session conversion rate.
Logged in
5.00%
Guest
2.59%
Account holders convert ~2x guests. Example of the kind of split this surfaces — the action is account prompts at cart, not at entry.
On-page engagement (recommended)
Homepage CTA click-through.
— %
Hero and category CTA engagement would tell us whether the homepage earns its space.
Not tracked today — unlocks with the on-page data layer.
A/B Testing — experiment read-out
VWO tests already flow into GA4; this gives a trusted read on what actually won.
| Experiment | Variant | Uplift | Significance | Winner |
|---|---|---|---|---|
| PDP — sticky add-to-cart (mobile) | B | +6.4% | 97% | B |
| Cart — free-shipping threshold bar | B | +3.1% | 92% | B |
| Homepage — hero fixture vs lifestyle | B | -1.8% | 71% | Control |
| Checkout — guest-first layout | B | +4.9% | 95% | B |
| PLP — filter rail expanded by default | B | +0.4% | 38% | Inconclusive |
| AMP — pro pricing visible pre-approval | B | +11.2% | 89% | Trending B |