Squarespace Analytics: How to Use the Purchase Process Report
Visits to your site convert through a four-stage purchase funnel, which you can analyze using the Purchase Process panel in Squarespace Analytics.
Stages of the Purchase Funnel:
- Visits
- Total number of browsing sessions on your site
- Each session may include multiple pageviews
- Product Viewed
- Number of visits where customers viewed at least one product
- Counts views on product detail pages and previews
- Excludes product blocks and member signup blocks
- Added to Cart/Checkout Initiated
- Shows how many visitors added items to cart
- For quick checkout: displays number of "Buy Now" button clicks
- Each cart counts once, regardless of items added
- Purchased
- Final conversion showing completed purchases
- Must occur within the same visit
Understanding the Data:
Percentage indicators between stages show conversion rates from one step to the next. The line graph tracks these changes over time, with different colors representing each stage.
Analysis Tips:
- Monitor how changes affect conversion rates
- Track impact of marketing campaigns
- Evaluate effects of pricing changes or promotions
- Assess design modifications
Note on Data Accuracy:
- Late-night sessions spanning midnight may split between days
- Product views only count on detail pages and previews
- Cart data might vary slightly between Purchase Process and Abandoned Cart reports due to timing differences
This data helps identify where customers drop off and optimize your store's conversion rate.
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