Conversion Funnel

A conversion funnel is an analytics model that represents a defined sequence of actions leading towards a measurable outcome, such as submitting a qualified enquiry, completing a purchase, booking an appointment, or activating an account. Steps may be page views or events. The model simplifies real journeys, which can involve repeated visits, other channels, skipped steps, offline contact, or entry partway through the sequence.

Why it matters: Define the outcome, eligible population, event for each step, allowed order, time window, and whether the funnel is open or closed before interpreting drop-off. Verify that events fire once and carry the dimensions needed for analysis. Calculate step completion against the previous step and overall completion against the funnel entry, then segment by relevant factors such as device, source, market, or new versus returning visitors. A large drop identifies where to investigate, not why it happened. Use path analysis, errors, performance data, support feedback, and usability testing to find the cause, then measure the effect of a specific change.