Find where customers drop off

Why the drop-off matters more than the total

A conversion rate of 2% tells you that something leaks. It does not tell you where. Most of the loss is usually at one step: the pricing page, the sign-up form, or the checkout. Fix that one step and every channel converts better, with the same traffic.

Where twelvebit shows it

Open Funnels. The headline says it in one sentence: "1 in N people finish this funnel. The biggest drop is between A and B." Each step shows the people, the share from the step before and the share overall, as a chart or a table. The worst step is marked Biggest drop. With revenue connected, each step also shows the revenue per person who reached it, and the revenue from the people who stopped there.

Below the table, Conversion by first channel shows which channels bring people who finish, and Days to finish shows how long they take. Each person counts once for each step, in order.

How to do it

1. Track the steps that matter as goals, for example signup and checkout_started. A payment from your provider is a step too.
2. Open Funnels and click + New funnel. Each step is a page (is, contains or starts with) or a goal.
3. Or write the funnel in analytics.yaml, so your coding agent keeps it next to the code: page:/pricing, signup, payment. See the tracking plan docs.
4. No funnel yet? twelvebit suggests one, Visit to payment, from your pricing page and your sign-up, checkout and payment goals.

What to do with the answer

Work on the step marked Biggest drop, then look at the funnel again after a week. Read Conversion by first channel: if people from one channel finish and people from another do not, the page does not answer what the second audience wants to know. To find the pages that close, see pages that bring sales.