Conversion Funnel
From visitor to paid: where the leaks are.
The sequential steps between first touch and paying customer, with conversion rates at each step. Visitor → Signup → Activation → Trial → Paid. The funnel exposes which step is leakiest, which is the only one worth optimising at a time.
Worked example
10,000 visitors → 600 signups (6%) → 360 activated (60%) → 90 paid (25% of activated, 0.9% of visitors). The biggest leak is signup, not paid conversion. Spend optimisation there.
Benchmark
Visitor → PaidWhy it matters
The funnel is the only way to know which optimisation moves the needle. A new homepage hero might double signups but do nothing to paid; a new onboarding flow might triple activation but cap at the same paid number because the next step is the leak. Measure end-to-end, fix the worst step, repeat.
Common mistakes
- Optimising the step that already works (signup) instead of the one that doesn't (activation).
- Confusing volume with conversion (more signups + worse conversion can be a net loss).
- Not segmenting by source — paid traffic and organic convert very differently.
Tracked in FlowMRR
Conversion → funnel view from trial start to paid, with a conversion rate at every step.
