Identifying gaps in your funnel
~10 minutes · Intermediate
A systematic process for turning a FunnelFizz dashboard into a prioritized fix-list.
Who this is for
- You have a funnel live with ~1 week of data.
- You're staring at the canvas and thinking "OK now what?"
The read-the-numbers process (outline)
1. Start with absolute numbers, not rates
- Rates hide volume issues. "50% conversion" on 4 visitors is noise.
- Look for stages with fewer than ~100 users — too small to trust the rate.
2. Identify the biggest drop
- Look at the three conversion bubbles. Which is the smallest rate?
- That's your worst bottleneck in percentage terms.
3. Identify the biggest absolute loss
- Multiply each stage count by (1 - conversion rate from prior stage).
- That's the number of users you lost at that step.
- Fixing the biggest absolute loss has the biggest revenue impact, even if the percentage looks "fine."
4. Split to isolate
- Split by channel to see if one source is dragging the average down.
- Split by device: mobile vs desktop conversion often differs 2-3x.
- Split by country: US traffic usually converts better than spray-and-pray global traffic.
5. Common patterns and fixes
| Pattern | Likely cause | Fix |
|---|---|---|
| High AWARENESS → CONSIDERATION drop | Bad CTA in your social posts or irrelevant audience | Rewrite hooks, narrow targeting |
| High CONSIDERATION → TRIAL drop | Landing page isn't selling | A/B hero, simplify signup form |
| High TRIAL → CUSTOMER drop | Trial doesn't prove value fast enough | Improve onboarding, shorten time-to-first-value |
| High customer churn | Product-market fit issue or onboarding gap | User interviews, refund/offer combo |
Full write-up with real examples coming soon.
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