What is an ecommerce funnel?

The path a shopper takes from a product page to a paid order and the offers after it: product page, cart, checkout, post-purchase upsells and a thank-you page. The full guide walks through each stage with this insole store.

What are the stages of an ecommerce sales funnel?

In this kit: the product page with its cart drawer, the checkout, two post-purchase offers and the thank-you page. The guide covers the stages before the product page too, such as ads and email.

What is in the insole store kit?

Seven pages (product page with a cart drawer, checkout, two upsells, thank you, help and policies, and a survey endpoint that stores the thank-you survey answers), one funnel, 16 products and 10 components such as the header, footer, cart drawer and countdown. The products: the 1, 2, 3 and 5 pair packs with a free PDF guide, a cart drawer add-on, three checkout bumps (Shipping Protection $3.99, Toe Spacers $23.00, Arch Massage Roller $29.00, none pre-ticked), the two upsells and four thank-you add-ons.

How long does it take to build an ecommerce funnel from a template?

About 2 minutes from a new project to a funnel you can preview. Our run took about a minute and a half, most of it reading the review; the apply itself runs in the background.

Can I add a kit to a project I already have?

Yes. Go to Pages, click Create page, choose Choose Template, open the Kits tab and click What's inside on a kit. The same review and Apply kit button appear.

Will applying a kit overwrite my pages or components?

The review flags any page URL that already exists, and a folder gives the kit's pages their own URLs. With Reuse components I already have off, a copy of each component is added next to yours, so your own stays untouched.

Are the pages live after I apply the kit?

No. They arrive as drafts. Preview them, change what you need, then publish each page when you are ready.

How do I change the prices?

In Settings › Products: open the product by its code, go to Pricing, change Discounted Price (what buyers pay) or Retail Price (the struck-through price) and save. The pages read prices from the products.

Can I use my own products instead of the kit's?

Yes. In the review, each product has Create new and Use an existing product; Map all maps several at once. The pages then sell your product instead of creating a new one.

Why does my checkout preview show no product?

A checkout needs a product or a cart. Add ?p= and the product code to its URL, for example ?p=KNS-1, or reach it through the product page and its cart drawer like a buyer would.

What are the two upsells?

Post-purchase offers, also called one-time offers (OTO): Upsell 1 is buy 1 get 1 ($27.00 for a second pair), Upsell 2 the Plantar Relief Kit, a massage roller and a pair of insoles ($39.99). A buyer sees both, whatever they answer to the first, then the thank-you page. The kit has no downsell page.

Can I edit the kit's pages?

Yes. Each page opens in the code editor from the Kit added panel or the Pages list, and the funnel opens in the funnel builder.

Do template kits cost extra?

No. Every feature is on every plan, kits included; plans differ only in usage limits. Plans start at $97 a month, with a 14-day free trial.

Build an Ecommerce Funnel From a Template (Step by Step)

How to build an ecommerce funnel

Build an ecommerce funnel from a template: one kit gives a new project its product page with a cart drawer, checkout, two upsells and a thank-you page.

What you'll build

A new project, Kinsole Store, built from the insole store kit: a product page with colour and size pickers and 1, 2, 3 or 5 pair packs ($27.00, $45.90, $56.70, $83.70, each with a free PDF guide) and a cart drawer, a checkout with three order bumps (none pre-ticked), two upsell pages, a thank-you page and a help and policies page, wired into one funnel, with the 16 products they sell. Then you change the price of one pair from $27 to $24 and preview the product page and the checkout at the new price. From a new project to a funnel you can preview took us about a minute and a half; most of it is reading the review.

New to ecommerce funnels? Read the full guide first: an ecommerce sales funnel, stage by stage, with this same insole store as the worked example.

You need an ElasticFunnels account. The kit brings its own pages, products and images; you bring your prices, your domain and a payment gateway before you send traffic. Browse every kit and page template at templates.

Want to see it first? Every page of the kit is live: preview the kit.

1Create a project from the kit

Open the project switcher at the top of the sidebar and click Create a new brand. Name the project (Kinsole Store), pick E-commerce and click Continue. Start from a kit lists store kits first, then funnel kits like this one: search insole, click Choose on the insole store kit, then Create Project.

Nothing from the kit is created yet: the new project opens on the kit's review, and you apply it from there.

2Read what the kit adds

The project opens on the kit's review. The top shows what it adds: 7 pages, a funnel with 4 steps, 10 components and 16 products. Below are the funnel journey, every page with its URL (the survey endpoint is listed apart: it only stores the thank-you survey answers), and every product with its price. The insoles come in 1, 2, 3 and 5 pair packs, each at its own price, and the PDF guide that comes with every pack is marked Free gift.

The kit review: the insole store kit with Pages 7, Funnel steps 4, Components 10 and Products 16, then the page list (product page, two upsells, thank you, checkout, help and policies, plus the survey endpoint) and the product list with the 1, 2, 3 and 5 pair prices and the free gift — Each page row has a preview link, so you can open a page before you apply anything.

3Apply the kit

In Before you apply, leave the folder empty in a new project (the pages go at the root: /product, /checkout), keep Reuse components I already have and Create the 16 products on, and click Apply kit. It runs in the background. When it is done the panel reads Kit added and links to the seven new pages and the funnel.

Before you apply with both switches on; Apply kit; the panel reads Kit added, Everything is in this project as drafts, with the button Open Insole PDP (kit) and the seven created pages — The pages arrive as drafts, so nothing is public yet. The kit's images are copied into your project's own files.

4Check the buyer's path

The Funnel journey panel shows the path a buyer takes. Visitors land on the product page, where the cart opens as a drawer, and buy on the checkout, which the kit sets as the funnel's checkout page. After the purchase they see Upsell 1 (buy 1 get 1, $27.00); yes or no, they then see Upsell 2 (the Plantar Relief Kit, $39.99), and finally the thank-you page with the order summary, a short survey, four one-click add-ons and a slot for a partner offer. The help and policies page sits outside the funnel. There is no downsell page in this kit. The canvas opens on the start of the funnel: drag it to see the rest. Open Insole PDP (kit) on the Kit added panel edits the same funnel in the funnel builder.

The funnel journey: Visitors, then the product page, Checkout, Yes, Upsell 1 (buy 1 get 1) and Upsell 2 (relief kit); the canvas is dragged to show Thank you — The thank-you add-ons are Plush Insoles ($20.25), Foot Massage Slippers ($29.25), Heel Cushion Pads ($9.75) and Kids Massage Insoles ($19.50).

5Change a price

Every price on the kit's pages comes from a product: the product page, cart drawer and checkout read it from the product with the same code. Go to Settings › Products, search KNS-1 (one pair of insoles) and open it. On Pricing, change Discounted Price, the price buyers pay, from 27 to 24 and click Save. Retail Price is the compare-at price shown struck through.

Products searched for KNS-1; the product opens, Pricing tab, Discounted Price changed from 27 to 24, Save — Saving also clears the cached product on your pages, so the new price shows without republishing them.

6Preview the product page and checkout

Open the product page (from Kit added or Pages) and click the eye icon, Preview Changes. The price reads $24.00 over the old $42.00, and the 1 pair row of the bundle picker matches. To check the checkout on its own, add ?p=KNS-1 to its URL: that picks the product, and the order summary reads $24.00 too.

The product page preview shows Massage Insoles at $24.00 over $42.00 and the 1 Pair row at $24.00; the checkout opened with ?p=KNS-1 lists the packs and Massage Insoles, 1 pair at $24.00, total $24.00 — A checkout opened with no product and no cart has nothing to sell. Buyers always arrive with one, from a buy button or the cart drawer.

7Walk the funnel as a buyer

Before you change anything, click through the funnel the way a buyer will. The clip runs the kit's live demo pages at three times speed: the product page and its cart drawer, the checkout, both upsells and the thank-you page. Each stage is below at normal speed.

Sped up: the kit's product page with the 2 pair pack, the cart drawer with the roller add-on and the 2 extra pairs offer, the checkout, upsell 1, upsell 2 and the thank-you page — No order is placed in these clips: the take stops before payment, and the thank-you page shows its example order.

What your buyers see, page by page

These are the kit's own demo pages, the same ones the kit preview opens. Your copy of the funnel looks the same until you change it.

The product page

The cart drawer

The checkout

Upsell 1

Upsell 2

The thank-you page

Common mistakes when you build an ecommerce funnel from a template

Launching with the kit's social proof. The reviews, ratings and customer counts on the kit's pages are placeholders. Replace every one with your own before the page sees traffic.
Applying into a busy project without a folder. If a page URL already exists, the review flags it. Add a folder (for example insoles) and the pages go to /insoles/product, /insoles/checkout and so on.
Editing prices in the page code. The pages read prices from the products. Change them in Settings › Products and every page that sells that product follows.
Turning off Create the 16 products. The pages then arrive without products to sell. Keep it on, or map each product to one you already have with Use an existing product.
Testing the checkout with no product. Opened bare, a checkout has nothing in it. Add ?p= and a product code, or go through the product page and its cart drawer.
Sending traffic to drafts. Applied pages are drafts. Publish them and connect your domain and payment gateway before you send buyers.

Keep going

The thinking behind each page: ecommerce sales funnel. More kits and page templates: templates. The post-purchase offers in detail: post-purchase upsell and downsell and add an order bump. All tutorials: the Academy.