The digital funnel revisited - A buyer's point of view

In the realm of e-commerce website development, a digital funnel serves as a structured guide for online visitors, leading them from initial entry to the ultimate goal of completing a transaction. The primary objective is to optimize the shopping experience, simplifying decision-making, increasing satisfaction, and reducing cognitive load. Implementing a digital funnel involves various steps, such as boosting conversion rates, enhancing user satisfaction, facilitating informed decisions, and personalizing recommendations. These steps play a crucial role in creating an effective digital funnel. To achieve this, e-commerce platforms offer several services, including intuitive product exploration, personalized recommendations, dynamic filtering, comprehensive product information, and comparison tools. These services cater to the diverse aspects of the buyer's journey, ensuring a seamless and satisfying shopping experience. This paper presents an online survey that evaluates the usefulness of these services from buyers' perspectives, highlighting the gap between seller offerings and buyer expectations. It emphasizes the importance of aligning digital funnels with desired services to enhance the e-commerce experience. In summary, a digital funnel in e-commerce serves as a strategic approach to guide users through the purchasing process. By providing valuable services, it aims to meet individual user needs while achieving platform goals. This paper revisits the digital funnel concept in light of desired services, emphasizing the importance of bridging the gap between sellers and buyers for a more effective e-commerce experience