Conversion funnel

The funnel is the standard mental model for diagnosing where buyers drop off. Etsy gives you imperfect but workable data at each stage.

The stages

1. Impressions - your listing appears in search results, category pages, recommendations, or ads. (Reported in Stats > Listings.)
2. Listing views - buyer clicks through to the listing page.
3. Favorites - buyer hearts the listing or adds it to a collection.
4. Cart-adds - buyer adds the listing to cart.
5. Checkout starts - buyer begins the checkout flow.
6. Orders - buyer completes purchase.
7. Reviews + repeat - post-purchase loop.

Diagnosing drop-off

• High impressions, low views → Hero photo or title isn’t compelling in search. CTR problem.
• High views, low favorites → Photos and price look interesting, but trust signals are weak. Reviews? Shipping cost? Vague description?
• High favorites, low orders → Buyers like it but didn’t buy now. Often pricing or shipping cost; sometimes “saving for later” intent that needs a reminder push.
• High cart-adds, low checkouts → Shipping shock, account-creation friction, or abandoned cart at the payment step.

Where Etsy’s data is incomplete

• Etsy doesn’t show per-listing cart-add or abandoned-cart rates directly. You can infer from the gap between favorites and orders, but it’s not exact.
• Stats lag by ~24 hours. Don’t read same-day data as final.