Enter how many people reach each step of your funnel to see the conversion and drop-off at every stage, and where you’re losing the most people.
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How funnel conversion is calculated
Step conversion is the number of people at a stage divided by the number at the stage before it. Drop-off is 100% minus that. Overall conversion is the final stage divided by the first.
| Stage | People | Step conversion | Drop-off |
|---|---|---|---|
| Visited site | 20,000 | – | – |
| Viewed product | 8,000 | 40% | 60% |
| Added to basket | 1,600 | 20% | 80% |
| Started checkout | 900 | 56% | 44% |
| Purchased | 540 | 60% | 40% |
In this example only 2.7% of visitors buy, and the biggest leak is between viewing a product and adding it to the basket.
Fixing the biggest drop-off
- Landing to product: improve navigation, search and relevance of traffic.
- Product to basket: better photos, clear pricing and delivery costs, reviews.
- Basket to checkout: remove surprise costs, allow guest checkout.
- Checkout to purchase: fewer form fields, more payment options, trust signals.
Small gains at the biggest drop-off usually add more sales than the same gain elsewhere.
Frequently asked questions
What is funnel drop-off?
The share of people who leave between one step of a funnel and the next.
Should I use users or sessions?
Either, but use the same one for every stage and the same date range.
Can I add more stages?
Yes, add as many as you need with the Add stage button.
Is my data saved?
No, everything stays in your browser.
Sources
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