When it comes to online sales, we often talk about acquisition and conversion.
But what really makes the difference between a visit that leads to nothing and a customer who clicks on ‘Order’?
The answer can be summed up in one word: funnel.
Or rather, ecommerce conversion funnel. A strategic tool that helps you turn visitors into buyers.
And buyers into loyal customers.
But be careful, it's not enough to just ‘set up a funnel’ like you would assemble an IKEA shelf.
For it to work, you need to understand its stages, identify the friction points and, above all, optimise it intelligently.
That's exactly what we're going to break down here.
Let's start with the basics: a conversion funnel is a diagram that represents the different stages a web user goes through, from their first visit to making a purchase.
Each stage of this journey corresponds to a key moment when the user makes a decision.
Do I click? Do I buy? Do I come back?
The further down the funnel you go, the fewer prospects there are... but the more qualified they are.
In an ecommerce context, the funnel is not just a concept.
It is a strategic tool that allows you to analyse your performance and identify where things are going wrong.
It often follows this logic:
Discovery → Interest → Intention → Purchase.
The link with the digital customer journey is therefore obvious.
The funnel graphically translates what your customer experiences online.
It's a model that helps you understand their needs, their hesitations, their obstacles... and respond to them.
But be careful not to confuse it with the classic purchase funnel.
The latter only takes into account the transactional stage (often checkout → payment).
The funnel, on the other hand, includes the before, during and even after.
And that's where it gets interesting for you. Because a well-designed funnel doesn't just sell. It builds loyalty. It re-engages. It fuels your long-term growth.
Each stage of the funnel plays a key role in transforming a simple visitor into a loyal customer.
Before you even think about conversion, you need to generate traffic.
A funnel doesn't start without visitors. SEO, sponsored campaigns, social media, influencers, newsletters – all levers are good for attracting people to your site.
But not just anyone. The real challenge is attracting the right people.
Once you have traffic, the funnel can begin.
This is the starting point.
A user visits your website for the first time.
They know very little about you, as they have probably arrived via an advert.
They don't know if they can trust you.
Your mission? Make a good impression in the first few seconds.
A page that loads quickly, a clean design, a clear promise... and above all, an offer that meets their expectations.
Because good traffic isn't enough.
They need to be qualified prospects.
In other words, the person who clicks should be genuinely likely to buy what you're offering.
The visitor clicks on a product page. This is where their interest kicks into high gear.
They start to imagine themselves using the product.
But this is also when doubts start to creep in.
Is this the right product? Is it worth the price? Can I trust this company?
Your job here is to reassure them without overwhelming them.
Beautiful photos, a clear description, concrete benefits, customer reviews... Every element counts.
Your product page must speak to both the brain and the heart.
If it convinces the user, they move on to the next step.
Here, the visitor switches to purchase intent mode.
They select a product, click on ‘add to basket’... but nothing is certain yet.
A complicated form, poorly advertised delivery costs or a cluttered design can quickly discourage them from going any further.
Your goal is simple: zero friction.
A clear button, visible costs, and an accessible and transparent basket: that's what turns interest into action.
This is the moment of truth. The visitor is ready to pay. But they can still change their mind. In fact, 70% of users abandon their basket before confirming their order.
Why? Because a small detail has put them off, such as a form that's too long, surprise fees or a lack of clarity. Your mission here is to reassure, simplify and trigger action.
Add customer reviews right up to the payment stage, display your returns
policy prominently and highlight your commitments (CSR, security, etc.).
Every piece of well-placed information can tip the balance.
From a psychological point of view, this is also the ideal time to activate a few effective triggers: urgency, social proof, limited stock, etc.
In short, make them want to finalise their purchase.
And if you already use Loyoly's Checkout Extension, even better.
It allows you to integrate a loyalty points system as soon as the order is confirmed.
This boosts conversion while laying the foundations for future loyalty. Clever.
The purchase is the ultimate goal of the funnel... but not that of your growth strategy.
That's it, the order has been placed. You've converted. Well, almost.
At this stage, every detail of the process still counts, such as a clear confirmation page, an instant summary email, flawless delivery tracking and even a good referral program.
This is the perfect time to activate your newly committed customers.
With the Loyoly extension, you can now offer them the opportunity to refer their friends as soon as their order is confirmed.
It's a simple way to turn their enthusiasm into a new source of growth.
In short, while payment is a key moment, the experience surrounding it is just as important.
Everything must be smooth, fast and reassuring.
The idea is to leave a positive impression to better set the stage for the next step.
👉 Discover the 5 stages of the purchasing journey to understand how to build loyalty from the very first conversion.
Pssst... You might find this interesting!
Loyalty programs are key for your post purchase experience and encourage more conversions, and we can probably help. Check out our platform!
Tracking a funnel is good. But without indicators, it's hard to know where the bottlenecks are... or what's working.
To really drive your performance, you need to measure every step.
Here are the 4 KPIs to keep your funnel on track.
This KPI tells you how many visitors pass through each stage of your funnel: from the home page to the final purchase.
It's easy to calculate: number of visitors who reach the next stage ÷ number of visitors at the current stage.
Why is this useful? Because it shows you where you're losing people.
Is the rate dropping between the product page and the shopping cart? There's probably a UX or reassurance issue.
This is one of the most closely monitored KPIs in ecommerce... and rightly so.
On average, 7 out of 10 customers leave their basket without buying (according to the Baymard Institute).
That's huge.
Analysing this rate helps you identify breaking points: unclear delivery, high shipping costs, mandatory account creation, etc.
And if you take the analysis further, by breaking down the checkout process into sub-steps, you'll know exactly where to intervene.
We talk about this a lot at Loyoly because it's so important.
This KPI measures how much you spend to convert a customer.
It includes all acquisition costs, whether advertising, content, influencers, marketing tools, etc.
Why is it key? Because a high-performing funnel is useless if each conversion costs you more than it brings in.
By optimising each step, you can reduce your CAC without sacrificing growth.
This KPI is often underestimated. It shows you whether your visitors are finding the right products quickly.
If this rate is low, it may be time to rework your navigation, filters or recommendations.
Because without product visits, there are no additions to the basket.
And therefore no conversions.
👉 To learn more, check out our full article on ecommerce KPIs.
A KPI that measures the percentage of visitors who go from viewing a product to adding it to their basket.
It allows you to evaluate the attractiveness of your product pages and the effectiveness of your triggers (CTAs, visuals, prices).
Is your rate low? This may indicate a lack of clarity, reassurance... or simply an unappealing offer.
However, these are small changes that are easy to implement on your product pages.
Ask yourself a simple question: what information would I like to have if I were an interested prospect?
A good funnel is not designed in isolation: it is part of a broader performance-oriented marketing strategy.
Clicking ‘pay’ does not mark the end of the funnel.
Far from it.
The purchase is just one step in a much longer and more strategic journey.
What really matters is customer lifetime value (CLV).
A customer who orders once does not always cover the cost of their acquisition.
It is by getting them to come back and building their loyalty that they become profitable.
And this is no small detail: retaining customers costs up to five times less than acquiring new ones.
In other words, ignoring after-sales is losing money.
It's time to move to a customer-centric vision.
A successful shopping experience doesn't end with the transaction.
It continues with a thank-you email, smooth delivery, an invitation to leave a review or refer a friend.
In short, after-sales is a strategic lever, not a formality.
It's even the final stage of the funnel, the one that turns your customers into ambassadors.
Thanks to them, you generate word-of-mouth, reviews, content... and therefore qualified traffic.
👉 To explore this approach further, check out our article on the post-purchase customer experience.
A good funnel doesn't work without a tool to centralise, analyse and activate data. That's where CRM comes in.
It allows you to finely segment your customers based on their behaviour, purchases or frequency of interaction.
The result: smarter, more personalised and more effective follow-ups.
With a well-configured CRM, you can automate post-purchase scenarios such as thank-you emails, satisfaction surveys, referral offers, promo codes on day 10, and more. Every interaction becomes an opportunity for re-engagement.
And that's where the synergy between CRM and loyalty really comes into its own. You convert once, then you maintain the relationship. The right message at the right time can turn a buyer into an ambassador. Optimising each step allows you to maximise the return on your marketing efforts without increasing your spending.
👉 Need help choosing the best CRM? Discover our top 8 CRMs for ecommerce.
Most e-merchants stop at the purchase. Loyoly, on the other hand, steps in where real profitability begins.
With its loyalty and referral programmes, Loyoly helps you turn a simple customer into a loyal customer, then into a true ambassador. The result: more engagement, more retention... and more conversions in the long term.
The post-purchase experience is no longer an end in itself, but a growth accelerator. Recommendations, reviews, referrals—everything your customers love to do naturally, Loyoly structures and promotes.
How about adding a little fun to all that? With gamification, you can offer badges, rewards, challenges... All actions that strengthen brand loyalty.
For an online store, Loyoly is the natural extension. More value, more ROI, without spending more to acquire.
👉 Extend your funnel with the Loyoly loyalty solution.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
