Payment funnel analysis

Payment funnel analysis tracks user progression through each step of the purchase process. The funnel typically starts when users initiate a purchase and ends with successful payment completion. Critical tracking points include cart abandonment, payment method selection, form completion, and transaction success rates.

Basic funnel metrics reveal the percentage of users who successfully move through each step. For instance, if 1,000 users start a purchase but only 700 complete payment details and 600 finish the transaction, the funnel shows a 60% completion rate. Common drop-off points often include complex form fields, payment validation steps, or loading delays.

Understanding where and why users abandon the payment process helps optimize conversion rates. Each step's completion rate, time spent, and error frequency provide insights for improving the purchase experience.