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## The Conversion Funnel

### Standard E-Commerce Funnel

| Stage | Typical Remaining |
|-------|------------------|
| Homepage/Landing Page | 100% |
| Category/Product Browse | 50-70% |
| Product Page | 20-40% |
| Add to Cart | 10-20% |
| Checkout | 2-8% |
| Purchase Confirmation | 1.5-6% |

At each drop-off: why are users leaving, what friction exists, what information is missing?

**Funnel analysis tools**: Google Analytics Goals, Mixpanel, Amplitude, Heap, FullStory.

### Micro vs. Macro Conversions

- **Macro** (primary goals): purchases, lead forms, trial signups, bookings, subscriptions
- **Micro** (steps toward macro): email signups, add-to-cart, account creation, content downloads, video views

Optimizing micro conversions doesn't always improve macro — easier email signup may capture less-qualified leads.
