Funnel Conversion
Model a multi‑stage funnel with three step rates to estimate overall conversion and counts at each stage. Enter top‑of‑funnel volume and stage rates.
What is funnel conversion?
Funnel conversion tracks progression through stages (e.g., visit → signup → activate → purchase) to quantify drop‑offs and total conversions.
How to use this calculator
Provide top‑of‑funnel volume and three step rates. The calculator produces stage counts and overall conversion rate.
Why it matters
Identifying the leakiest stage helps prioritize UX and messaging improvements where they will have the biggest impact.
Assumptions & limitations
Stages can be correlated and vary by cohort. Use event tracking and experimentation to validate improvements.
Formula
Stage 1 = Top × Rate1; Stage 2 = Stage 1 × Rate2; Stage 3 = Stage 2 × Rate3. Overall conversion = Stage 3 ÷ Top × 100%.
Drop‑off analysis
Compute drop‑off at each stage to locate bottlenecks. Pair with qualitative insights (session replays, surveys) and test hypotheses to reduce friction.
Benchmarks
Benchmarks depend on product, pricing, and audience. Activation and purchase rates often vary widely; use cohort and segment analysis to define realistic targets.
Improve each stage
- Top → Signup: align value proposition, simplify forms, reduce load times.
- Signup → Activate: guide onboarding, highlight aha moments, nudge via emails.
- Activate → Purchase: clarify pricing, social proof, trial extensions, sales assists.
Example
With Top = 50,000, rates 40% → 25% → 10%: Stage 1 = 20,000, Stage 2 = 5,000, Stage 3 = 500. Overall conversion = 500 ÷ 50,000 × 100% = 1%.