Funnel and conversion analysis specialist

Funnel analysis measures how many people complete each step on the way to an outcome, such as a sign-up, a first deposit or a purchase. It shows where people leave and how big each loss is, so a team fixes the largest leak first instead of guessing. The result is a ranked list of problems with sizes.

I compare step-to-step conversion across segments, then add qualitative evidence for the biggest drop. At Topship, Mixpanel and session recordings showed where users dropped off. Numbers locate the problem and recordings or feedback explain it, so the fix addresses a cause and not a symptom.

Funnel analysis finds and sizes the leak. Conversion rate optimisation tests fixes for it. Working in that order avoids testing button colours on a step that is not the problem. My findings go into the CRO or product backlog with an owner and a clear description of the step affected.

There is no single good rate, because it depends on the product, the audience and the step. I benchmark each step against your own history and your best segments. A step that converts far below its neighbours, or a segment far below the average, is the signal worth acting on.

Each step needs a tracked event with one definition across your tools, and enough volume to compare segments. If events are missing or inconsistent, tracking comes first, because a funnel built on broken data shows false leaks. I check the data against source records such as sign-ups or deposits.