What is a conversion funnel?
A conversion funnel is the series of steps a person takes from first contact with your business to completing a conversion. It's called a funnel because fewer people reach each step, so the number narrows as you move toward the end.
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What a funnel shows
A funnel lays out the steps in order, such as landing page, product page, cart, and purchase, and shows how many people reach each one. The gap between steps shows where people drop off.
How to use funnel data
Start with the biggest drop-off, since fixing it usually has the most effect. Then find out why, using tools like session recordings, heatmaps, and user feedback.
Compare funnels by traffic source and device. A step that works on desktop can fail on mobile, and an average hides that.
Conversion funnel vs. marketing funnel
A conversion funnel usually tracks specific on-site steps toward one action. A marketing funnel is broader and covers awareness, consideration, and decision across channels.
Common questions
What are the stages of a conversion funnel?
They depend on your business. A simple version is visit, engage, start, and complete. A store might use product view, add to cart, checkout, and purchase.
How do you find drop-off in a funnel?
Set up the steps as a funnel report in your analytics tool and compare the number of people at each stage. The step with the largest fall is the first place to investigate.
Is the funnel a straight line?
Rarely. People move back and forth, switch devices, and return days later. A funnel is a simplified view, so use it to spot problems rather than as a literal map.
How do you improve a conversion funnel?
Find the weakest step, learn why people leave, and test a fix. Removing friction, clarifying the next step, and speeding up pages are common starting points.
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