Funnel analysis

A funnel is a sequence of steps. Funnel analysis shows drop-off at each step. The biggest leak is your biggest opportunity.

Building a funnel

Map the steps: visit → view product → add cart → checkout → purchase. Measure at each.

Interpretation

• Largest % drop = biggest opportunity
• Compare segments (new vs returning, mobile vs desktop)
• Track over time for trends

Actions

Fix the biggest leak first. Moves the needle more than any other single CRO work.