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). Compare each step with its own historical and segment baseline before deciding where to optimise; these percentages alone do not identify the biggest opportunity.
Illustrative comparisons
Visitor → PaidThese unsourced ranges are illustrative scenarios, not measured industry benchmarks, percentiles or recommended targets. Their qualitative labels are editorial interpretations. Compare your own cohorts using the same segment, period, currency and measurement basis.
Why 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 a step that already meets its baseline instead of testing the weakest step for your segment.
- Confusing volume with conversion (more signups + worse conversion can be a net loss).
- Not segmenting by source — paid traffic and organic convert very differently.