Funnel Conversion Calculator

From 10,000 visits to 200 purchases is 2 % conversion, but the problem is not spread evenly: 92 % drop out before the cart. Find the step where you lose most people.

Currency and number format for

Total conversion

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Total conversion—

Where most people drop out—

Step by step—

You lose there—

Come in—

Reach the end—

How this was worked out

The formula

step conversion = people who get through ÷ people who arrived

What it means

A funnel's total conversion hides where the problem is. What matters is not the 2 % at the end but which specific step takes out the most people: fixing the worst stretch moves the result far more than optimising everything a little.

How to work it out by hand

Note how many people reach each step, in order
Divide each step by the one before for its own conversion
Divide the last by the first for the total conversion
Find the step with the lowest percentage: that is the bottleneck

What is worth knowing

A common mistake is chasing the final conversion without looking at the stretches. If only 2,500 of 10,000 visits ever see a product, raising cart conversion from 25 % to 30 % barely moves the total, while fixing that first jump multiplies it. The other trap is comparing funnels with different steps: someone measuring only from the cart will have spectacular conversions that mean nothing. And watch out for poor traffic: more visits worsen the total conversion even as sales rise, and that is not a problem.

Frequently asked questions

What conversion is normal in e-commerce?

Between 1 % and 3 % in most shops. Above 4 % usually means highly qualified traffic or an established brand.

Why does my conversion fall when I sell more?

Because conversion is a ratio. If traffic grows faster than sales, the percentage drops even though the business is doing better.

How many steps should a funnel have?

As many as you can genuinely measure. Three or four measured properly beat seven estimated by eye.

Where should I invest first?

In the step with the worst conversion of its own, not the one with the fewest people. That is where the same effort pays most.