Overview

The e-commerce funnel showed multiple drop-off points across discovery, PDPs, cart, and checkout. At the same time, teams across marketing, UX, and engineering were proposing growth ideas in parallel.

With limited delivery capacity, prioritisation became critical.

As Product Owner (Growth Focus), I owned growth prioritisation across the full funnel, ensuring effort was focused on initiatives most likely to improve conversion and revenue.

Problem

Growth initiatives were being proposed in isolation, including:

PDP layout and content changes

• SEO and discovery improvements.
• Promotional placements.
• Cart and checkout UX tweaks.

Without a structured, funnel-level approach, the team risked shipping low-impact changes while core conversion friction remained unresolved.

Objectives

• Identify the highest-leverage growth opportunities across the funnel
• Prioritise initiatives based on impact, effort, and confidence
• Align stakeholders on sequencing and trade-offs
• Drive measurable improvements in conversion metrics

Funnel Analysis

I analysed performance across the full purchase funnel to understand where users were dropping off and where optimisation would have the greatest impact.

Key funnel stages reviewed:

• Discovery