Click any number to adjust it, or drag conversion rate sliders for live updates Tap any stage to adjust its number or conversion rate
An e-commerce conversion funnel calculator connects the orders you need to the traffic you have to buy. The funnel above is the E-commerce preset — Site Visitors → Product View → Add to Cart → Checkout Started → Purchase Complete. Set the number of orders you need this month, put your store's real rates on each stage, and read the sessions that takes — and how many carts will be abandoned on the way.
It also forecasts: anchor Site Visitors at what your campaigns deliver and read the orders at Purchase Complete. Because the cart and checkout steps are separate stages, the model shows which of the two abandonment problems you actually have. Everything is free and runs in the browser; nothing is uploaded unless you choose to save or share it. Other pipelines: sales, SaaS, recruiting.
There are three honest ways to use a funnel calculator. They look the same but the workflow differs:
For all three, the calculator's 8 presets (Recruiting, Sales, SaaS, E-commerce, Marketing, Fundraising, Support, Product Adoption) give you a labeled starting point — duplicate a preset, rename stages, and tune the rates.
Benchmarks are starting anchors, not targets. Your own data — once you have a few months of it — beats any industry average. The ranges below come from public B2B/B2C reports and are intended to help you sanity-check whether a stage is in the ballpark or is genuinely an outlier.
| Stage transition | Typical range |
|---|---|
| Site visitor → Product view | 40–60% |
| Product view → Add to cart | 5–10% |
| Add to cart → Checkout started | 35–50% |
| Checkout started → Purchase | 65–75% |
| Overall visitor → Purchase | 1.5–3% |
| Cart abandonment rate | 65–75% |
| Checkout abandonment rate | 25–35% |
| Repeat purchase within 90 days | 20–30% |
If your stage is materially below the bottom of the range, there's a real problem to investigate. If it's near the middle, the stage is performing in line with the industry and you'll get more leverage by improving a stage that's further below. If it's above the top of the range, double-check your tracking — measurement bugs are more common than truly exceptional funnels.
Most funnels fail in predictable ways. These are the four patterns you'll see most often:
Every downstream stage is healthy but the absolute output is too low. Conversion rates won't fix this — you need more leads, more applicants, more sourced candidates, or more traffic. Look upstream at acquisition channels, not at process changes.
One stage early in the funnel drops dramatically below benchmark — typically the first qualification step. This usually means the top-of-funnel sources are not well-matched: the right people aren't applying, demoing, or shopping. Tighten the targeting upstream rather than building more downstream process.
A stage in the middle (typically demo-to-trial, second-interview-to-onsite, or evaluation-to-decision) has a low rate that's also volatile month-to-month. This is usually a process or follow-through problem: handoffs between teams, missing nurture, or slow response time after initial engagement.
The final stage trends downward over multiple quarters. Pricing, competition, or product-market fit drift cause this — not "bad sales execution." When you see this pattern, the conversation belongs at the strategy level, not the rep performance level.
An e-commerce conversion funnel is the path a shopper takes from landing on the store to completing a purchase — usually site visit, product view, add to cart, checkout started, purchase — with the percentage of shoppers who make each step. A calculator puts a rate on every transition so you can work backwards from an order target to the traffic you need, or forwards from your traffic to an order forecast, and see which step loses the most shoppers.
Overall, 1.5–3% of sessions ending in a purchase is typical across categories; established stores with strong repeat traffic reach 3–5%, and marketplaces or luxury goods sit below 1%. Stage by stage, expect 40–60% of visitors to view a product, 5–10% of product views to add to cart, 35–50% of carts to start checkout and 65–75% of started checkouts to complete. Mobile converts at roughly half the rate of desktop, so check the split before comparing with a benchmark.
Around 70% — most published studies land between 65% and 75%. Much of that is shoppers using the cart as a wishlist or price check, so it is not all recoverable. The number worth fighting is checkout abandonment, the shoppers who start entering details and leave, which should be 25–35%. Unexpected shipping costs, forced account creation and a long form are the usual causes, and each is visible as a drop at the Checkout Started to Purchase Complete stage.
Cart abandonment counts shoppers who add an item and never start checkout; checkout abandonment counts those who start checkout and never pay. They have different causes and different fixes. A high cart rate with a healthy checkout rate is a pricing, shipping-policy or intent problem — shoppers are browsing. A healthy cart rate with a high checkout rate is a friction problem in the checkout itself. The calculator keeps them as separate stages so you can tell which one you have.
Set Purchase Complete to your target and read Site Visitors. At benchmark rates — 50% view a product, 8% add to cart, 40% start checkout, 70% complete — 100 orders need about 9,000 sessions. If paid traffic costs $1 a session, that is $90 per order before margin; raising checkout completion from 70% to 80% brings it to about $78. That trade, traffic versus conversion, is what the calculator is for.
The stage furthest below its benchmark, with one caveat: fix checkout before cart. Checkout improvements — guest checkout, showing shipping early, fewer fields, wallet payments — are cheap, quick and act on shoppers who have already decided to buy. Cart and product-view improvements work on shoppers who have not, so the same effort moves fewer orders. Only when Checkout Started to Purchase Complete is at 70% or better does Add to Cart become the better place to spend.