Conversion driver tree
This driver tree breaks ecommerce conversion into qualified traffic and purchase completion. Qualified traffic reflects whether the visitors arriving have the right intent and see a landing page that matches their expectation. Purchase completion reflects whether interested visitors can find an available product and complete checkout without friction. The separation is useful because buying more traffic does not fix a payment failure, and redesigning checkout does not solve poorly targeted campaigns. Add funnel rates and segment the leaves by channel, device, and visitor type to find the largest opportunity. Use the tree to choose a focused measurement and experiment plan.
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Scenario
Growth planning
Key decisions
- Qualified traffic: Separate intent and landing-page relevance.
- Completion: Separate product interest from checkout friction.
- Segmentation: Compare drivers by device, channel, and visitor type.
When to reuse this
Use to align a growth team on the levers behind ecommerce conversion.
Frequently asked questions
What is qualified traffic?
Why separate completion?
Which segments are useful?
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