Analytics
Definition
Funnel conversion measures the percentage of users making it from one stage of the customer journey to the next. Standard SaaS funnels: Visitor → Lead → MQL → SQL → Opportunity → Customer. Stage-by-stage conversion rates reveal where improvement efforts will have the highest impact.
Key points
- Stage-by-stage conversion rates (Visitor → Lead, Lead → MQL, etc.)
- Cumulative conversion: start-to-end percentage
- Lowest-conversion stages are usually the highest-leverage improvements
- Funnel conversion by channel reveals which acquisition sources produce best results
Example
10,000 visitors → 300 leads (3%) → 100 MQLs (33%) → 40 SQLs (40%) → 12 customers (30%). Cumulative conversion: 12 / 10,000 = 0.12%. Lowest stage: Visitor → Lead at 3%.
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