Definition
The conversion funnel is the sequence of stages a user goes through from a product being shown to a purchase and repeat purchases; each stage has its own metric and potential traffic leakage point.
For a Kaspi.kz seller the funnel covers card impressions, clicks, product page views, add-to-cart events, completed orders and repeat purchases.
How the conversion funnel works
The funnel is built from concrete steps and metrics. A simple model for Kaspi.kz looks like this:
- Impressions — the number of times the product card is shown in search results, categories and ad blocks.
- Clicks — visits to the product card. This metric evaluates the attractiveness of the title, image and price.
- Product views — number of sessions on the product page; engagement with the content is measured here.
- Add to cart — intent to buy; this stage is sensitive to price, delivery and return conditions.
- Orders — confirmed purchases; the final conversion into revenue.
- Repeat purchases — loyalty and retention, important for growing LTV.
Key formulas:
- CTR = clicks / impressions × 100%.
- Product page CR = orders / product views × 100%.
- Overall conversion = orders / impressions × 100%.
It is important to track conversion between adjacent stages to identify where traffic is lost. For example, a low CTR with high impressions indicates issues with the title, image or price; a high CTR but low product page CR points to a mismatch between expectations and the product card content.
Why the funnel matters for a Kaspi.kz seller
Understanding the funnel gives targeted actions and a way to calculate ROI. Concrete benefits:
- Task prioritization. You know exactly where sales are lost: at visibility, on the product card, or during checkout.
- Optimizing promotion spend. If CTR is low, increasing ad budget yields little — improve the product card first.
- Inventory and error control. High traffic and low conversion are often tied to stockouts, wrong pricing or poor reviews that should be fixed with priority.
- Measuring impact of changes. After editing a title or photo you can see changes in CTR and product CR and calculate sales uplift.
In practice Kaspi.kz sellers use the funnel to solve specific business tasks: speed up product discovery, increase buy-rate on the card, reduce checkout abandonment and grow repeat purchases. The funnel approach helps set hypotheses, run tests and measure results across channels and SKUs.
Examples and typical benchmarks on Kaspi.kz
Benchmarks vary by category, price and traffic source, but typical patterns are:
- High-impression categories (popular search queries) often have a lower CTR per card because competition is higher.
- Premium or niche products get fewer impressions but a higher product page CR if the target audience matches the offer.
Example funnel for a mid-priced consumer electronics SKU:
- Impressions: 100,000
- CTR: 1.5% → Clicks: 1,500
- Product views: 1,400 (some clicks end in immediate bounce)
- Add to cart rate: 8% → 112 adds
- Order conversion from cart: 70% → 78 orders
- Overall conversion: 0.078% (orders / impressions)
Interpretation: low CTR suggests testing new titles and images; a healthy add-to-cart to order ratio indicates checkout works, attention should be on attracting more qualified traffic.
Common problems and their impact on the funnel
Typical issues and where they show up:
- Poor title or image — low CTR despite high impressions.
- Mismatched price or wrong stock info — high CTR, low product CR or many cart abandons.
- Poor product description or lack of real photos — users drop on the product page.
- Slow delivery, unclear terms or difficult returns — cart-to-order conversion drops and repeat purchases suffer.
- Negative reviews — reduce CR across stages, hurt Buy Box chances and overall visibility.
Addressing each problem requires different actions: creative and pricing fixes for visibility; content, photos and specs for product card conversion; logistics and returns for checkout and retention.
Practical tips to optimize the funnel
- Improve the first impression: test main image variants, include the product in use, show scale and important features.
- Optimize title: put top benefit and key attributes (brand, model, size) in the first part, keep it scannable.
- Price and promotions: test price points and temporary discounts; show savings clearly and use promo badges sparingly.
- Content on the card: make the first 2–3 lines of description answer buyer questions (compatibility, what’s in the box, warranty).
- Social proof: push real photos and early customers’ reviews; handle negative feedback promptly.
- Shipping and returns: make delivery options and return policy visible and simple; offer faster pickup or delivery when possible.
- Segment and personalize: analyze performance by SKU, traffic source and audience; prioritize changes where impact per effort is highest.
Measurement and testing tools
Use available dashboards in Kaspi and your analytics to track funnel metrics by SKU, campaign and traffic channel. Typical approaches:
- Weekly dashboards: impressions, CTR, product views, add-to-cart, orders, refunds.
- A/B tests: main image, title variants, price or promo copy — measure product page CR and adds to cart.
- Session analysis: look at user paths on the product card to identify confusing sections or blockers.
- Correlation analysis: map stockouts, price changes and review trends to dips in conversion.
30-day action plan to optimize the funnel
Week 1 — diagnostics:
- Collect baseline metrics by SKU and channel.
- Identify top 5 SKUs with the biggest gaps (high impressions but low orders).
Week 2 — quick wins:
- Test 2 main-image variants and 2 title variants for priority SKUs.
- Fix obvious card issues: incorrect price, stock status, missing photos.
Week 3 — conversion tests:
- Run A/B price or promo experiments where viable.
- Improve first 3 lines of descriptions and add clear delivery info.
Week 4 — scale and measure:
- Roll out winning creatives and titles to similar SKUs.
- Measure CR, adds to cart and orders; calculate ROI on changes.
Conclusion
The conversion funnel makes growth actions systematic: diagnose where traffic is lost, run focused tests and scale what works. For Kaspi.kz sellers this approach helps prioritize effort, optimize ad spend and increase both immediate sales and long-term LTV.
Часто задаваемые вопросы
- Why do I have high CTR but low product page conversion on Kaspi.kz?
- A common reason is a mismatch of expectations: the product card doesn't confirm what's promised by the image, description or price. Check price and availability, improve the first 2–3 paragraphs of the description and add real photos and reviews; simultaneously analyze session behavior to find where users drop off.
- Which metrics should I track weekly to quickly find funnel leaks?
- Weekly monitor impressions, CTR, product views, add-to-cart events, order completion rate and returns/refunds. Analyze these metrics by traffic channel, SKU and campaigns to quickly localize problem stages.
- What are typical product page CR benchmarks for Kaspi.kz and how to interpret them?
- Benchmarks depend on category: for electronics product page CR is usually lower, around 1–3%, while for clothing and accessories it’s often 2–6%. Focus on trends and segments: steady CR growth for specific SKUs is more important than an averaged benchmark.
- What quick tests can I run in 30 days to raise conversion?
- In the first 30 days test the main image and alternative titles, run an A/B test for two price or discount options, and add/remove promo badges. At the same time improve the first three lines of the description and test delivery options — measure product CR and add-to-cart weekly.
- How do logistics and return policy affect the funnel and what to fix first?
- Slow or unclear delivery increases checkout abandonment and reduces repeat purchases; frequent returns harm ratings and conversion. First simplify delivery and timing info on the product card, add pickup/fast delivery options and make the returns policy transparent — this yields quick effects on CR and LTV.
