Where do funnels break?
The average eCommerce site loses 70% of shoppers between "Add to Cart" and "Purchase". This is known as Cart Abandonment.
However, many sites also suffer from "Bounce Rate" issues (Session to Product View) or "Motivation" issues (Product View to Add to Cart). Visualizing this data helps you identify exactly which page needs A/B testing first.
How to fix your funnel
Top of Funnel (Bounce): Test your Headlines and Hero Images to match ad intent (Source Matching).
Middle of Funnel (Add to Cart): Test your Pricing, Social Proof, and Product Descriptions.
Bottom of Funnel (Checkout): Remove friction. Test removing form fields, adding "Free Shipping" badges, or enabling guest checkout.