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Grow · Funnel

Funnel and customer journey design, from first visit to repeat order

I analyse every step a customer takes in your store, from landing page to checkout and on to what happens after delivery. I find where sales slip away and propose concrete fixes.

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In short

Funnel and customer journey design is the analysis and redesign of the steps that lead a visitor to buy and to buy again. I do it for WooCommerce stores with steady traffic but disappointing conversion, or with obvious drop-offs at checkout. You receive a journey map, a prioritised list of friction points and a test plan.

Where stores typically lose sales

  • Checkout surprises

    Delivery costs revealed only at the last step, forced account creation, or payment methods customers expect in their market hidden away.

  • Product pages that leave questions open

    Delivery times, returns policy, sizing or close-up photos are missing, so the customer leaves to find the answer elsewhere.

  • A journey that ends at the order

    After paying, the customer receives only WooCommerce’s default email. Nothing sets up the second purchase.

How I analyse the funnel

I combine quantitative data with direct observation. Funnel reports show where people drop out; reviewing the store on mobile, session recordings (where consent allows) and customer service questions show why.

  • Funnel by device, channel and customer type in GA4
  • A heuristic review of the store as a customer would use it, on mobile and desktop
  • Analysis of the most frequent customer service questions and reviews
  • The full journey, including delivery, post-purchase and repeat purchase

What you receive

  • Customer journey map

    A visual map of the stages, touchpoints, questions and feelings a customer goes through, from discovery to repeat purchase.

  • Funnel analysis

    Step-to-step progression rates by device and channel, with the biggest drop-offs highlighted.

  • Prioritised friction list

    Specific problems on product, basket and checkout pages, each with a recommendation and priority.

  • Test plan

    Improvement hypotheses ready to test, with the metric to watch and the volume needed to reach a conclusion.

  • Post-purchase recommendations

    Improvements to transactional emails, dispatch communication and the experience of receiving the order.

Stages

  1. Data check

    I confirm GA4 ecommerce events are being collected correctly before drawing any conclusions.

  2. Analysis and observation

    I study funnel reports, walk through the store as a customer and review feedback gathered by customer service.

  3. Map and recommendations

    I build the journey map and friction list and present them in a working session.

  4. Testing and validation

    I help implement the first changes and measure the effect of each one on the funnel.

Tools I use

  • GA4
  • Google Tag Manager
  • Microsoft Clarity
  • WooCommerce
  • Figma
Do I need a lot of traffic for A/B testing?

For statistically sound A/B tests, yes. With moderate traffic, many obvious friction points can be fixed directly, with careful before-and-after measurement. I advise on the right approach in each case.

Are session recordings GDPR-compliant?

They can be, provided they only run with consent, mask personal data and are covered in your privacy policy. I set them up within those rules, or work without them if you prefer.

Do you redesign the pages as well?

I deliver specific recommendations and, where useful, sketches of the changes. Implementation in your WooCommerce theme can be done by your team or developer, and I oversee the process to make sure it matches what was recommended.

Related tools

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Want to know where your store loses sales?

On a discovery call I walk through your store’s funnel with you and point out the most obvious friction.

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