IMRG Data Webinar - Customer Funnel Stages 3 & 4


12 months ago, IMRG ran a study analysing retailer performance throughout the customer funnel, tracking performance on retail sites from site entry right through to payment completion – identifying the common points between retailers who have the highest rates of performance at various stages of the funnel, and those with the lowest.

This webinar will focus on the final two stages of the customer funnel – the basket review page and the checkout. During this webinar, we’ll share the results of our updated study – with double the amount of participants in this year’s sample and far more granularity in the analysis. In this year’s study we’re focussing on far more data-points and elements of page structures, looking in greater depth at the impact of the delivery proposition, payment methods offered and how performance varies across devices.

So what are the factors that retailers can optimise, once site visitors have selected products they are considering purchasing, to help improve the percentage of visitors who make it all the way through to full conversion? How do you retain those customers to come back and buy from you again?

Join IMRG and Summit as we pinpoint which areas of their websites retailers should optimise to increase conversion rates.

You will learn:

  • How the various ways basket review pages can be structured impacts conversion to checkout
  • How many pages are on the best-performing forms at the checkout
  • Which buy-button wording converts the best

IMRG webinar image

This webinar will be 30 minutes long.


  • Andy Mulcahy

    Andy Mulcahy

    Strategy and Insight Director | IMRG

    Andy has worked at the heart of the online retail industry since 2010 – researching and producing reports on trends and developments affecting the sector. During that time, Andy has developed strong knowledge in multiple areas of online retail, with particular expertise in Black Friday.
  • Isabel Harrison-Hall

    Isabel Harrison-Hall

    Performance Consulting Director | Summit

    Summit is a changemaker in online retailing. For 18 years we’ve worked with some of Europe’s most successful retailers and brands, helping them to make more money from retailing online. Our purpose is simple and commercial: to make it more likely that people buy from our clients than anyone else. Our unique online retail ‘value chain’ provides our clients with deep expertise across the disciplines required to trade online: Strategy, ecommerce, online marketing, trading and logistics. With 150 staff working across the UK and Europe, we are passionate about helping our clients transform their business opportunity online by thinking and acting differently.
Event Date 16th May 2019 to 16th May 2019
Event Time 14:00 to 14:30
Location Online