Sales funnel and abandonment rates with Gumroad?
Hi,
I am the author of Ostinato - a network packet crafter and traffic generator tool and I use Gumroad as the e-commerce solution on my website - https://ostinato.org
I had a query regarding sales funnel and abandonment rates. I know the rates will vary by industry, price points and a host of other variables, but I'd like to get a ballpark, if possible.
Here's my sales funnel -
- Ostinato Home Page
- Ostinato Download Page
- Select Product Tier and click Buy Button on Download Page
- Gumroad Product Page
- Click "I want this" on Gumroad product page
- Enter payment info to complete purchase
For this discussion, I would like to focus on steps 4 through 6 as tracked by the Gumroad GA events (viewed, iwantthis, purchased) and this is what I typically see in percentage terms -
viewed - 100
iwantthis - 25
purchased - 7
In other words, for every 100 people who click on the "Buy" button on the Ostinato download page (having already seen the price) and are taken to the Gumroad product page, only 7 finish the purchase - that's a 93% drop off rate!
Is this typical? If you are a Gumroad user, I'd like to know how it compares to your Gumroad funnel.
If you have any other thoughts/comments/feedback on improving the conversion rate, I'm happy to hear!
I've tried using the Gumroad overlay earlier to see if it helps improve conversion and didn't see much difference. Since then I've rationalized my offerings and redesigned my download page so maybe I'll try it again, but before I do that, I wanted to get some feedback from the IH community.
Hey Srivats, that 93% abandonment at Gumroad checkout is definitely a tough one to see, but unfortunately, it's not entirely uncommon on some platforms if a few things are off. The 7% conversion on those who do get through suggests your initial funnel might be solid, but that final step is the major bottleneck.
From my experience, when I see such a high drop-off right at checkout, it almost always boils down to a few key areas to audit:
Unexpected Costs: Are there any hidden fees or taxes that only appear at the very last step? Even a small shipping fee or processing charge can trigger high abandonment.
Trust & Security: Is the payment section clearly secure? Do you have any trust badges or clear refund policies visible right there? People get cold feet quickly if payment doesn't feel 100% safe.
Form Fatigue: Is the checkout form asking for too much information at once? Sometimes a single extra field can significantly increase abandonment.
Payment Method Options: Are you offering the payment methods your audience expects? (e.g., PayPal, credit card, Apple Pay).
Have you had a chance to look at analytics specifically for that final page to see if there are any specific user behaviors or error messages popping up?
It really depends. We see conversions between 1-20%. Average is about 7%.
(Also make sure you’re looking at purchases on Gumroad, as sometimes the data doesn’t make it through to Google due to ad blockers etc)
Thanks @sahil!
So my conversion rate of 7% (seen in GA and also on Gumroad) is not atypical which is what I wanted to check.