E-commerce Funnel Diagnostic
Find and validate where a store journey loses progress before choosing a page, checkout, or payment change.
When to use it
Traffic, leads, or orders change and the team needs to distinguish a measured journey issue from a guess.
Prepare these inputs
Defined period and timezone, event definitions, store orders and statuses, consent and deduplication context, and usable segment data.
A practical workflow
- 01
State what changed, when, and for which source and segment; keep platform attribution distinct from store orders.
- 02
Validate event definitions, currency, deduplication, consent, checkout transitions, and reconciliation to orders.
- 03
Map comparable populations through landing, product, cart, checkout, payment, order, and fulfillment stages where available.
- 04
Segment only when definitions and sample sizes allow a useful comparison; mark weak evidence inconclusive.
- 05
Reproduce the customer path on mobile and desktop and record observed friction with steps or screenshots.
- 06
Choose one evidence-based change with a primary metric, guardrails, owner, review date, and rollback condition.
What the toolkit contains
A funnel evidence log and a diagnostic decision record for hypotheses, tests, guardrails, limitations, and decisions.
Review boundaries
There are no universal conversion thresholds in this toolkit. It complements unit-economics modeling and Arabic RTL usability review.