FURNITURE ONLINE SALES DIAGNOSIS
Revised October 21, 2026 | Furn
Guide: https://furncmo.com/blog/increase-furniture-sales-online

Use this worksheet to choose and review a specific improvement. Blank fields
are unknown, not zero. This is a planning tool, not a performance benchmark.

1. SCOPE
Owner / review date:
Product range / exact variants:
Audience / geography / device / traffic source:
Observation window:
Primary outcome (purchase, qualified inquiry or appointment):
Stock, service area and fulfillment constraints:
Current offer and relevant variable costs:

2. WALK THE JOURNEY
For each step, save the URL, selected variant, evidence, issue and owner.
Arrival: Does the destination match the actual creative and offer?
Product: Can a shopper find dimensions, materials and included pieces?
Images: Are approved views faithful to the exact product and variant?
Offer: Are price, availability, delivery costs and conditions clear?
Checkout: Do variant changes, totals, address, payment and confirmation work?
Follow-through: Does the inquiry/order reach the responsible person/system?
Use test mode or an explicitly authorized test purchase for payment checks.

3. MEASUREMENT CONTRACT
Eligible population and exclusions:
User/session/event/order scope:
Step ordering and cross-session rules:
Attribution and observation window:
Transaction deduplication and order-record reconciliation:
Missing tracking or unmatched records:
Cancellations, refunds and cost coverage:

FICTIONAL ARITHMETIC CHECK
An ordered session funnel has 1,000 product-view sessions, 80 cart sessions,
40 checkout sessions and 20 purchasing sessions. Every later group is a subset
of the preceding group. Each session is counted once per step; each purchasing
session has one order.
Product view -> cart: 80 / 1,000 = 8%.
Cart -> checkout: 40 / 80 = 50%.
Checkout -> purchase: 20 / 40 = 50%.
Product view -> purchase: 20 / 1,000 = 2%.
The 20 non-purchasing checkout sessions are not guaranteed recoverable orders.
Raw event counts cannot be substituted for this session definition.

4. PROPOSE ONE CHANGE
Observed problem and supporting evidence:
Proposed change / hypothesis:
Affected pages and variants:
Comparison / assignment method:
Primary outcome / denominator:
Guardrails (cost, returns, service problems):
Window and prewritten decision criteria:
Other changes (price, stock, traffic, seasonality):
Live implementation and measurement verification:

5. AI REVIEW, IF USED
Approved inputs / source references:
Candidate and final export:
Claim or product-fidelity errors found:
Reviewer / approval / date:
Time and cost including rejected candidates:

6. DECISION
Result with numerator, denominator, window and coverage:
Costs, cancellations and refunds:
Limitations and alternative explanations:
Expand / revise / stop / inconclusive:
Owner / next question / review date:

Sources: GA4 ecommerce event documentation and Google Web Vitals guidance,
linked and scoped in the guide. No customer results are supplied here.