Introducing the 2025
Intra-Site Funnel
Benchmark Report
We looked at data from hundreds of Shopify stores to help you understand the problems that plague all stores, how yours compares, and what you can do to improve it.
The Intra-site funnel
Why look beyond conversion rate?
Most Shopify brands evaluate their store's performance based on a global conversion rate. At Enavi, we strongly urge against this practice.
Looking at conversion rate alone is misleading for a number of reasons:
It doesn't tell you which parts of the site aren't working
It doesn't consider AOV, revenue, or profitability
It can swing wildly based on traffic quality is susceptible to changes in your traffic mix
It can be gamed by discounting and promotions
Those reasons and more are why we use the Intra-Site Funnel to evaluate store performance.
Rather than look at purchases as an all or nothing event, the Intra-Site Funnel focuses in on four key behaviors that lead to a conversion, and allows you to surgically understand which parts of your site struggle and for which segments of users (e.g., mobile users, Meta prospecting traffic, etc.).
HEADLINES FROM THE REPORT:
Overall Performance
Only 9.4% of stores hit target rate for all four metrics.
product discovery
94% of stores have at least one product discovery issue.
Checkout abandonment
Only 2% of stores have severe checkout problems.
THE FOUR STEPS OF THE INTRA-SITE FUNNEL
Instead of looking directly at global conversion rates, we break up the funnel into the four key steps that ultimately lead to a purchase.
This allows you to diagnose more precisely where customers are struggling in your store.
Landing → Product View
How successfully can users advance from landing on your store to actually viewing a product?
Target Range: 50-70%
Product View → Add to Cart
How well does your product page convince customers to add an item to their cart?
Target Range: 12-18%
Add to Cart → Begin Checkout
How efficiently can users move from add to cart into the checkout process?
Target Range: 40-60%
Begin Checkout → Purchase
How well can users who start the checkout process continue on to purchase?
Target Range: 45-60%
Metric 1
Landing → Product View
Definition: Users start a session AND trigger a "view_item" event.
Overview:
94.6% of brands have at least one type of product discovery issue. Traffic driven directly to product pages skews data. When filtered out, Homepage > PDP and PLP > PDP rates are far below 50%.
| Target Rate: 50-70% |
Average Rate: 50.11%
Average Compared to Target: +0.22%
Standard Deviation: 16.4%
Range of 1 Standard Deviation: 33.7 - 66.5%
High: 79.4%
Low: 17.9%
Elements that impact this step:
Navigation Menus
Site Search
Collection Page Structure
Other Landing Locations
Homepage → Product View
| Target Rate: 50-70% |
Average Rate: 39.27%
Average Compared to Target: -21.46%
Standard Deviation: 9.6%
Range of 1 Standard Deviation: 29.7 - 48.8%
High: 64.5%
Low: 23.0%
86.0% of brands fail to meet target rates.
Collection Page → Product View
| Target Rate: 50-70% |
Average Rate: 48.12%
Average Compared to Target: -3.7%
Standard Deviation: 14.5%
Range of 1 Standard Deviation: 33.6 - 62.6%
High: 78.5%
Low: 20.4%
50.9% of brands fail to meet target rates.
metric 2
Product View → Add to Cart
Definition: Users trigger a "view_item" event AND an "add_to_cart" event.
Summary:
Product View → Add to Cart is vital to strong funnel performance. A narrow minority of stores (49.3%), fail to meet target rates. Bringing this metric up to par is crucial for sites looking to expand paid traffic.
| Target Rate: 12-18% |
Average Rate: 13.39%
Average Compared to Target: +11.58%
Standard Deviation: 7.6%
Range of 1 Standard Deviation: 5.79 - 21.0%
High: 31.0%
Low: 2.8%
Elements that impact this step:
Product Image Galleries
Short Descriptions
Buy Box Design
metric 3
Add to Cart → Begin Checkout
Definition: Users trigger an "add_to_cart" AND "begin_checkout" event.
Summary:
39.6% of brands fail to meet target rates for Cart → Checkout. Most Shopify stores do "well enough" on this metric. Some industries, such as apparel, tend to struggle more than others.
| Target Rate: 40-60% |
Average Rate: 41.75%
Average Compared to Target: +4.37%
Standard Deviation: 12.85%
Range of 1 Standard Deviation: 28.9 - 54.6%
High: 75.4%
Low: 12.5%
Elements that impact this step:
Cart Drawer Usability
Reassuring Elements in Cart
Shipping Progress Bars
metric 4
Begin Checkout → Purchase
Definition: Users trigger a "begin_checkout" AND "purchase" event.
Overview:
32% of stores fail to meet the Checkout → Purchase target rates. However, most stores fall just shy of the target range. Unless a brand is selling across multiple regions globally, there tends to be minimal room for improvement in most Shopify stores.
| Target Rate: 45-60% |
Average Rate: 48.42%
Average Compared to Target: +7.6%
Standard Deviation: 8.85%
Range of 1 Standard Deviation: 40.1 - 57.7%
High: 78.8%
Low: 19.4%
Elements that impact this step:
Accelerated Checkout Apps
Surprise Costs at Checkout
Lack of Shipping Options
METRIC ON FIRE
Where should most brands focus?
The Metric on Fire is the Intra-Site Funnel step a brand underperforms the most on relative to target rates. For the majority of Shopify brands the biggest issue facing their store is further up the funnel than conventional wisdom assumes.
Landing → Product View
Metric on Fire: 58.4% of brands
Product View → Add to Cart
Metric on Fire: 20.7% of brands
Add to Cart → Begin Checkout
Metric on Fire: 15.1% of brands
Begin Checkout → Purchase
Metric on Fire: 1.8% of brands
see your store performs
Metric on Fire Diagnosis Tool
Information is great, but it becomes valuable when you can take action with it. The best way to make the most of this report? See how your Shopify store is performing currently with our Metric on Fire Diagnosis Tool.
With one click you can see your store's Intra-Site Funnel performance and understand which parts are working well, and which parts need to be improved.
ABOUT ENAVI
We're the Human-Obsessed CRO agency for Shopify brands.
We've helped dozens of Shopify stores achieve double-digit Revenue Per Visitor growth - allowing them to scale profitably.
When we start a CRO program with a brand we deliver:
Shopify stores that convert users more efficiently
Customer insights that improve the on-site experience, and your pre-click marketing efforts
ROI positivity in 90 days or less
Anthony Morgan | CEO & Founder
READY TO OPTIMIZE YOUR Shopify STORE?
Talk with us about a free audit.
If you want to get more out of your Shopify store, our Conversion Audit is the best place to start. When you sign-up you will receive:
Your Metric on Fire identified
20+ pages of rich insights on your store
3-5 A/B Test ideas for improving performance
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