Funnel Step Performance (Sessions, PDP, ATC, Checkout, Purchase)

Last updated: July 20, 2026

Last updated: July 2026

Overview

The funnel step breakdown shows you exactly where visitors are dropping off at each stage of your funnel. This is your primary tool for diagnosing conversion problems and prioritizing where to test next.

The Five Funnel Stages

Jurni tracks five stages for every funnel:

  1. Session — visitor landed on the funnel

  2. Product Page Viewed (PDP) — visitor viewed a product detail page

  3. Added to Cart (ATC) — visitor added a product to cart

  4. Reached Checkout — visitor initiated checkout

  5. Completed Purchase — visitor completed the order

Each stage shows two values: the absolute count of visitors who reached that stage, and the conversion rate from the previous stage.

Tip: The stage with the largest percentage drop is your highest-leverage optimization target. Fix the biggest leak first before optimizing downstream stages.

Diagnosing Drop-Off Patterns

  • Low PDP rate (Session to PDP): Visitors are landing but not engaging with product pages. Review your funnel entry page copy, hero content, and navigation structure.

  • Low ATC rate (PDP to ATC): Visitors are viewing products but not adding to cart. This points to product page issues: pricing, imagery, reviews, or offer clarity.

  • Low Checkout rate (ATC to Checkout): Visitors are adding to cart but abandoning before checkout. Check cart page friction, upsell interruptions, or unexpected shipping costs.

  • Low Purchase rate (Checkout to Purchase): Visitors start checkout but don't complete. Review payment options, form complexity, and trust signals at checkout.