Conversion funnel calculator. Find the leak.
Enter top-of-funnel volume and conversion rate at each stage. Get end-to-end CVR, drop-off counts per stage, the leakiest stage flagged, and the incremental revenue from a per-stage lift.
Top of funnel + 4 step CVRs.
Drop-off + biggest leak.
The leakiest stage is the cheapest fix.
A 5-stage funnel multiplies stage CVRs end-to-end: a 50% × 12% × 60% × 75% × 95% funnel converts 2.6% of top-of-funnel visitors. Trying to lift end-to-end CVR by editing the homepage misses the bigger truth: most funnels have one stage where actual CVR underperforms category benchmark by 10+ percentage points, and fixing that single stage delivers the largest end-to-end lift per unit of effort. The calculator above flags that stage and computes incremental revenue from a +5pp fix.
Three operating principles for funnel work. One, fix the leakiest stage first — Pareto applies; the worst stage usually delivers 50-70% of the achievable end-to-end lift. Two, never optimize multiple stages simultaneously — you cannot tell which fix moved the number; ship one fix, measure for 14 days, then ship the next. Three, benchmark by category not by aspiration — a 12% PDP-to-cart rate is excellent in furniture and weak in beauty; the calculator's preset templates ship category-correct benchmarks so the leak detection is calibrated correctly.
Tools in the same cluster: Conversion Rate Calculator for end-to-end CVR with lift simulator. AOV Calculator for the per-order lever once funnel is healthy. Bounce Rate Calculator for the visit-to-engagement micro-funnel before the macro funnel begins.
Six answers.
What is a conversion funnel and why model it?
A conversion funnel is the sequenced steps a visitor takes from first touch to conversion. Modeling each step's CVR exposes where users drop off. Most funnel-improvement work targets the wrong stage because operators look at end-to-end CVR (e.g., 2.5%) and try to lift it directly rather than identifying which stage's drop-off is largest. The leakiest stage usually delivers the biggest end-to-end CVR lift per unit of optimization effort.
What are typical per-stage CVRs by funnel type?
DTC ecommerce: visit-to-PDP 35-55%, PDP-to-cart 8-15%, cart-to-checkout 50-70%, checkout-to-order 65-85%, order-to-paid 92-98%. SaaS trial: visit-to-signup 2-6%, signup-to-activated 30-60%, activated-to-paid 15-30%. B2B lead-gen: visit-to-lead 2-5%, lead-to-MQL 30-50%, MQL-to-SQL 30-50%, SQL-to-opportunity 40-60%, opportunity-to-close 20-30%. The calculator above ships preset templates for each.
How do I identify the leakiest stage?
The leakiest stage is the one where actual CVR most underperforms the category benchmark by absolute percentage points (not relative). A 30% PDP-to-cart rate when benchmark is 12% is healthy; a 50% cart-to-checkout when benchmark is 65% is leaky. The calculator above flags the stage with the largest gap below benchmark and computes how many additional conversions a 5-percentage-point fix at that stage delivers. That is the highest-impact fix.
What lifts each funnel stage?
Visit-to-engagement: speed (LCP under 2.5s), hero clarity, intent match. PDP-to-cart: imagery, reviews, benefit copy under 300 words, sticky add-to-cart. Cart-to-checkout: free shipping threshold visible, trust badges, no surprise costs. Checkout-to-order: guest checkout, Apple Pay, Shop Pay, address autofill. Order-to-paid: payment gateway redundancy. SaaS signup: form-field reduction (3-4 max), social login. SaaS activation: aha-moment in 90 seconds, in-product onboarding.
Should I track macro funnel or micro?
Both. Macro funnel (5-7 stages from first touch to revenue) shows the strategic shape and identifies which stage to invest in. Micro funnels (the 12-step PDP-to-cart sequence, or the 8-step SaaS onboarding) show the tactical fix once a macro stage is selected. Start with macro to pick the focus area, then drill into micro for the implementation work. The calculator above is for the macro view.
Does this tool save my data?
No. Every value lives in this browser tab only. Nothing is sent to any server. Closing the tab clears the data. The Copy Results button puts a plain-text summary on your clipboard.
One leaky stage hiding?
Our growth strategy engagements run a 5-stage funnel audit, identify the highest-impact leak, and ship a 60-day fix-and-measure plan to close it.
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