Every step of the
journey, in order.
A funnel lays your conversion path out end to end and shows how many people survive each step. The gap between two numbers is where your revenue is going, and it is usually not where you expected.
Three steps to a
better funnel.
Define
Describe the path you care about.
Pick the pages and actions that make up your conversion flow, in the order visitors meet them. Any sequence of events works, from a two-step signup to a checkout that spans several sessions.
Diagnose
See exactly where people leave.
Each step shows how many visitors reached it and how many did not make the next one. The largest gap is your first job, and the sessions behind it are one click away.
Improve
Fix the step with the most to gain.
Change one thing, then watch the same funnel over the following weeks. Because the measurement never moves, the effect of the change is easy to read and easy to defend.
What the funnel
report gives you.
Why funnels earn
their place.
The leaks worth plugging first
Not every drop-off is worth the same. Seeing the volume behind each one tells you which repair returns the most, so the roadmap gets ordered by impact instead of by whoever asked most recently.
The route people actually take
Visitors rarely move the way a wireframe says they will. Mapping the real path from entry to conversion exposes the detours, the loops and the steps nobody needed in the first place.
Bottlenecks you can time
Time to convert shows how long each step really takes. A stage that holds people for days is a different problem from one they abandon in seconds, and it calls for a different fix.
Progress you can prove
Compare any two periods and the effect of last quarter’s work stops being a matter of opinion. Segment the same funnel and you can see which audiences the improvement reached.
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