# Ecommerce Conversion Rate and Funnel Basics > Ecommerce conversion rate is the share of visits that end in a purchase, using a clearly stated denominator. Break the journey into steps before changing a page, because more visitors alone will not explain where sales are lost. - Type: Merchant guide - Level: Intermediate - Reading time: About 4 minutes - Audience: Written for store owners, builders, and designers refining high-performance ecommerce stores. - Last updated: 2026-11-04 - Canonical page: https://academy.getzenbasket.com/merchant-questions/ecommerce-conversion-rate-and-funnel-basics/ - Part of: [Merchant Questions](https://academy.getzenbasket.com/merchant-questions/) on ZenBasket Academy --- ## What you need to know ### How is the rate calculated? If a store has 100 visits and 2 purchases in a chosen period, its visit-based purchase rate is 2 out of 100. Analytics tools may count sessions, users or orders differently; write down the definition before comparing periods. ### Is there a good rate for every store? No single benchmark applies to every store. Traffic sources, product type, device and season all affect the mix. Compare your own comparable periods and investigate a sudden change in a specific step rather than chasing an industry number. ### Where are shoppers leaving? Check visits, product views, additions to cart, checkout starts and purchases. If many visitors never view a product, look at the landing page and audience. If they view it but rarely add it, inspect the product page and offer. ### A simple check to try Choose one funnel period and verify each event from a real test order. Record where the first large drop occurs before deciding what to change. --- ## Frequently asked questions ### Should I break down the rate by device and source? Yes. A mobile campaign may attract browsers with different intent than customers searching for a specific product. Compare like with like before deciding a page is broken. ### Where do I verify conversion events? Use current ZenBasket analytics guidance and confirm the event definitions with a test order before calculating a rate. ## Related articles - **Product Pages That Help Shoppers Decide** - **Ecommerce Funnel Metrics by Product and Category** - [ZenBasket Build Guide](https://help.getzenbasket.com/zenbasket-builder/)