Why funnel analysis matters
Every step loses some share of visitors; the question is which step loses more than it should. The funnel turns “sales are low” into “the payment step drops twice as much on mobile,” which is a problem with an address instead of a mood.
Running funnel analysis
- Define the steps as events that actually fire in analytics
- Compare drop-offs against your own history and segments
- Segment by device, source, and customer type: gaps hide in slices
- Fix the worst leak first, then re-measure
Questions
Funnel analysis vs the sales funnel: what’s the difference?
The sales funnel is the marketing model of stages; funnel analysis is the measurement practice applied to any defined step sequence, checkout, signup, quiz, on real event data.
What’s a normal drop-off between steps?
There’s no universal number worth trusting: your baseline is the last ninety days of your own funnel, and the signal is change or a segment diverging from the rest. Chasing published benchmarks fixes other stores’ funnels.