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Conversion Funnels

Last updated: January 2026 • 7 min read

Conversion funnels track multi-step processes on your website, helping you identify where users drop off and optimize your conversion path.

Overview

A funnel represents a series of steps users take toward a goal. By tracking each step, you can:

  • Measure conversion rates at each stage
  • Identify the biggest drop-off points
  • Compare performance over time
  • Test improvements and measure impact
Pro+ Feature: Funnel analysis is available on Pro and Enterprise plans.

Creating Funnels

Build funnels using page views or custom events:

Page-Based Funnels

Track progress through specific URLs:

  1. Homepage (/)
  2. Product Page (/products/*)
  3. Cart (/cart)
  4. Checkout (/checkout)
  5. Confirmation (/thank-you)

Event-Based Funnels

Track custom events in sequence:

  1. signup_click
  2. form_started
  3. form_submitted
  4. email_verified

Setting Up a Funnel

1

Navigate to Funnels Tab

Go to Analytics → Funnels in your dashboard.

2

Create New Funnel

Click "New Funnel" and give it a descriptive name.

3

Add Steps

Define each step using page URLs or event names.

4

Save and Monitor

Save your funnel and start tracking conversions.

Analyzing Results

Your funnel dashboard shows:

Metric Description
Step Entries Users who reached each step
Conversion Rate % who moved to the next step
Drop-off Rate % who left at each step
Overall Conversion % who completed all steps
Key Insight: Focus on the step with the highest drop-off - this usually offers the biggest optimization opportunity.

Common Funnel Examples

E-commerce Checkout

  • Product View → Add to Cart → Cart View → Checkout Start → Purchase
  • Benchmark: 2-3% overall conversion rate

SaaS Signup

  • Pricing Page → Signup Start → Email Verification → Onboarding → First Action
  • Benchmark: 5-15% signup rate from pricing

Lead Generation

  • Landing Page → Form View → Form Start → Form Submit → Thank You
  • Benchmark: 2-5% form completion rate

Content Engagement

  • Article View → 50% Scroll → 100% Scroll → Related Click → Share
  • Benchmark: Varies by content type

Funnel Optimization

Identify Problem Areas

  • Look for steps with >50% drop-off
  • Compare against industry benchmarks
  • Segment by device/source for deeper insights

Common Fixes

Cart Abandonment

Add progress indicators, trust badges, and guest checkout options.

Form Drop-off

Reduce fields, add autofill, show real-time validation.

Signup Friction

Offer social login, defer non-essential info collection.

Checkout Issues

Show shipping costs early, offer multiple payment methods.

Testing Changes

  1. Identify the biggest drop-off point
  2. Hypothesis what's causing the drop-off
  3. Implement a change
  4. Monitor the funnel for improvement
  5. Repeat with the next biggest opportunity