Build your first funnel.
Choose the steps, check the numbers, and find the drop-off.
Choose one journey
Start with a sequence you could describe to a colleague in one sentence: someone visits the site, opens the sign-up page, and creates an account. Three steps is enough to find a problem. Ten steps mostly finds noise.
Read the steps together
A single step in isolation says little. Read the drop between steps — that is where the product is losing people.
Visitor → sign up
Illustrative funnel · 3.4% overall conversion
Investigate the largest drop
The funnel tells you where to look, not why. Before concluding anything, walk the step yourself on a phone and on a slow connection. The most common cause of a large drop is something mundane and fixable.
How a visit is counted
Steps are matched within a single visit, in order. By default other activity is allowed between two steps; switch that off and each step has to be the very next thing the visitor did. Either way, each step counts once per visit, so someone who loops back through the funnel is one journey, not two.