What funnels are

Funnels measure how visitors move through a defined sequence of steps. Each step usually represents a page or key action in a conversion path.

Use funnels to track:

• landing page to signup
• pricing page to checkout
• cart to payment
• lead form start to submit
• onboarding step completion
• demo request flow

Plan the funnel

Before creating a funnel, define the question it should answer.

Examples:

• Where do visitors drop off before signup?
• How many pricing visitors reach checkout?
• Which checkout step loses the most visitors?
• Are mobile users completing the same path as desktop users?

Keep the funnel focused. A funnel with too many steps can be harder to interpret.

Add funnel steps

Open Funnels for a site and create a new funnel. Add each step in the order visitors should complete it.

Common step types include:

• landing page
• pricing page
• signup page
• checkout page
• confirmation page
• thank-you page

Use clear step names so the report is easy to read later.

Choose page paths

Each funnel step should match the relevant page path. Use specific paths when possible.

For example:

• /pricing
• /signup
• /checkout
• /checkout/payment
• /thank-you

If a step can happen on several pages, create a naming convention so the team understands what is included.

Review funnel performance

After the funnel has data, review:

• visitors entering each step
• conversion rate by step
• total completion rate
• highest drop-off step
• best and worst converting pages

Open session recordings for drop-off steps to understand why visitors left.

Use filters

Filter funnels by device, traffic source, visitor type, location, or friction events.

Useful comparisons include:

• mobile vs desktop conversion
• first-time vs returning visitors
• paid campaigns vs direct traffic
• sessions with dead clicks vs all sessions

Improve the funnel

Use funnel data to prioritise changes.

Examples:

• If many visitors drop after pricing, test pricing clarity and plan comparison.
• If checkout loses visitors, review form friction and payment concerns.
• If mobile conversion is low, inspect mobile replay and heatmaps.
• If friction spikes at one step, open filtered recordings.

Funnel checklist

• Define the conversion question.
• Keep steps focused and ordered.
• Use clear step names.
• Check conversion and drop-off by step.
• Segment by device and traffic source.
• Watch recordings for the biggest drop-off.