Most customers go through four key stages before completing a purchase: visiting the site, viewing products, adding to cart, and completing the transaction.

Understanding these stages in Squarespace Analytics helps optimize your conversion rates and identify where customers might be dropping off. The Purchase Process panel shows this data for Commerce Plans and sites selling digital products.

The four main stages of the purchase funnel are:

1. Visits: Total number of browsing sessions on your site
2. Product Viewed: Number of visits where customers viewed at least one product
3. Added to Cart/Checkout Initiated: Number of visits where items were added to cart
4. Purchased: Number of visits that resulted in a completed purchase

Between each stage, you'll see conversion percentages showing how many customers moved to the next step. For example, 60% between visits and product views means 60% of visitors viewed a product.

The panel includes a line graph tracking changes over time, helping you measure the impact of:

• Marketing changes
• Promotional offers
• Design updates
• Pricing adjustments

Important notes:

• Late-night browsing sessions spanning midnight may show data across multiple days
• Product views only count on product detail pages and previews
• Cart data may slightly differ between Purchase Process and Abandoned Carts panels due to timing differences

This data helps identify opportunities to improve your store's conversion rate by showing exactly where customers drop off in the buying process.

Best practice: Note when you make changes to your store to track their impact on conversion rates over time.

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