Calculate a Funnel Without Fooling Yourself
Calculate step and cumulative funnel conversion using the correct denominator at each stage.
worked-trail before-after stat-tile-trio A product funnel has 12,000 visitors, 3,600 signups, 1,800 activations, and 900 paid conversions. Where is the biggest leak? Use cumulative conversion to show total drop-off and step conversion to diagnose the bottleneck. Do not divide every stage by visitors and then call each result the step conversion. That hides which transition is weak. Step 1 Visitor -> Signup step conversion = 3,600 / 12,000 = 30%. The denominator is everyone with a chance to sign up: visitors. Step 2 Signup -> Activation step conversion = 1,800 / 3,600 = 50%. The denominator changes to signups because…
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