See exactly whereyour funnel leaks.
Most funnels don't have one problem, they have one expensive one, hiding behind decent looking totals. Enter the count at each stage and watch the step by step conversion, the overall rate, and the single biggest leak surface instantly.
Your funnel
Top of funnel, total traffic.
Signups, form fills, opt ins.
Sales conversations booked.
Closed, paying customers.
The leak
Overall conversion
0.2%
Worst step rate
6.0%
Reverse-solve · hit a sales target
The traffic your funnel demands
Visitors needed
22,222
Extra visitors
12,222
At your current 0.18% end-to-end rate, 40 sales takes 22,222 visitors. The cheaper path is almost always the next panel — plugging the leak instead of buying the traffic.
Sensitivity · fix the worst step
What plugging the leak is worth
| Visitors → Leads rate | Overall conversion | Sales (same traffic) |
|---|---|---|
| 6.0% (now) | 0.18% | 18 |
| 7.5% (+25%) | 0.22% | 23 |
| 9.0% (+50%) | 0.27% | 27 |
| 12.0% (+100%) | 0.36% | 36 |
Because the funnel multiplies, lifting your single worst step flows straight through to the bottom line — more sales from the exact same traffic. That's the leverage other tools never show you.
Your move
I'll find the leak that's actually costing you money.
Overall conversion 0.18%. Biggest leak: Visitors → Leads at 6.0% (loses 94.0%).
Send me your funnel and I'll tell you straight which step is bleeding the most, why, and what I'd fix first to get the fastest return, free, on a 30 minute call.
Plain English
A funnel is a series of small leaks, not one big drop.
A conversion funnel tracks how many people survive each step from first visit to paying customer. At every stage you lose some. That's normal. What matters is where you lose more than you should, because that one stage is quietly setting the ceiling on everything below it.
The trap is judging the funnel by its overall rate alone. A 0.18% visitor to sale rate tells you something's wrong; it doesn't tell you whether the leak is the page, the lead quality, or the close. Step by step conversion does, it isolates the single transition bleeding the most.
This calculator breaks your funnel into its stage to stage conversion rates, shows what share of the top survives to each step, and flags the biggest leak. Fix that one first: a 30% lift on your worst step beats a 5% nudge everywhere else.
The formula
Step rate = Stage ÷ Previous stage · Overall = Last stage ÷ First stage
10,000 visitors → 600 leads (6%) → 90 calls (15%) → 18 sales (20%). Overall = 18 ÷ 10,000 = 0.18%. The 6% visitor→lead step is the leak, it loses 94% of everyone.
What 'normal' drop off looks like
Conversion at each step swings by industry, channel, and offer, but these ranges tell you whether a stage is leaking or just behaving like funnels do. Typical stage to stage conversion:
| Funnel step | Typical conversion |
|---|---|
| Visitor → Lead | 2–5% |
| Lead → Marketing-qualified | 25–40% |
| MQL → Sales-qualified | 13–20% |
| SQL → Opportunity | 40–60% |
| Opportunity → Closed-won | 15–30% |
| Visitor → Customer (overall) | 0.5–3% |
Source: Ruler Analytics / FirstPageSage funnel conversion benchmarks · 2025
Your biggest leak is at the…
Visitor → lead is the worst step.
The page or the offer isn't earning the opt in. Tighten the headline, sharpen the offer, and cut form friction before you touch anything downstream.
Lead → call is the worst step.
Leads aren't being worked, or they're low intent. Fix speed to lead and nurture first; if quality's the issue, tighten targeting upstream.
Call → sale is the worst step.
The leak is the close, not the funnel. Handle the real objection earlier and frame price against the outcome, the traffic is doing its job.
Every step looks weak.
That's usually a traffic quality problem masquerading as ten small ones. Fix who's arriving before you optimize what they see.
Plug the leak (in the right order)
01Fix the worst step first
Leverage compounds downstream. A win on your weakest transition lifts every stage below it.
02Don't optimize a step that isn't the problem
A better close can't save a funnel leaking at the page. Always work the biggest leak, not the easiest one.
03Improve traffic quality before page tweaks
If the wrong people arrive, no on page change converts them. Targeting is upstream of everything.
04Measure every stage, every week
Leaks move. Creative fatigues, offers age, follow up slips. A funnel you don't watch drifts.
05Add a micro conversion
A smaller intermediate step (a quiz, a quote) can rescue a funnel that asks for too much too soon.
06Match the message to the stage
Cold visitors and booked calls need different things. Mismatched messaging shows up as a single ugly drop.
The vocabulary
- Conversion funnel
- The sequence of steps a prospect passes through from first visit to purchase.
- Step (stage) conversion rate
- The share of one stage that advances to the next.
- Drop off rate
- The share lost at a step, 100% minus the step conversion rate.
- Overall conversion rate
- Final stage divided by the first, the funnel's end to end yield.
- Micro conversion
- A small intermediate commitment that warms a prospect before the main ask.
Funnel drop off questions
For each step, divide the stage's count by the previous stage's count to get the step conversion rate; one minus that is the drop off. For the overall rate, divide the final stage by the first. This tool does all of it as you type.
Keep going
A calculator tells you what. A call tells you what to do about it.
Send me the account behind these numbers. I'll tell you straight where the money's leaking and what I'd fix first — free, and you keep it whether you hire me or not.