Interpreting a conversion funnel, including drop-off rates per step

On the “Performance & Insights” tab in Conversion Studio, the “Filter Results” section shows, for each campaign, the sequential steps of the conversion funnel, for example, from submitting a contact form to the final purchase of a subscription or product.

For each step, you’ll see the number of visitors who completed that step and the percentage relative to the previous step, grouped under a label such as “Completed” for the steps that were actually finished.

This funnel view makes it possible to pinpoint exactly where visitors drop off between their first interaction with a campaign and the final conversion.

A significant drop-off between two specific steps indicates a bottleneck in the process—such as a complicated form or an unclear call to action—and thus provides concrete clues as to where optimization would have the greatest impact.