Funnel Analysis
- Define the funnel: Landing → Signup → Activation → Conversion
- Measure each step: Drop-off percentage per step
- Find the biggest leak: Fix the step with highest drop-off first
- Test one change at a time: Isolate variables
- Measure downstream: A change in step 1 may affect step 3
Friction Points
| Friction | Fix |
|---|---|
| Too many form fields | Remove non-essential fields |
| Account required | Allow guest checkout/trial |
| Unclear value | Better headline, social proof |
| Slow page load | Performance optimization |
| Missing trust signals | Add security badges, testimonials |
| Hidden costs | Show total cost upfront |
| Complex flow | Reduce steps, simplify decisions |
Quick Wins
- Reduce form fields (each field = ~5% drop-off)
- Add social proof near CTAs
- Fix mobile experience (most traffic is mobile)
- Improve page load speed
- Clear error messages that help recovery