Funnel Diagnostics: Find Hidden Drop-Offs With an Event T...
Stop guessing where conversions die. Use a clean event taxonomy, cohort views, and form analytics to expose the real friction—and fix it fast. Get actionable...
Funnel Diagnostics: Find Hidden Drop-Offs With an Event Taxonomy That Actually Works
Most funnels lie by omission. If your events are messy, your insights will be too. Clean up your taxonomy and the drop-offs reveal themselves.
For more details, see our article on Conversion Rate Optimization Tools (2025).
What You’re Likely Missing
- Ambiguous events (e.g.,
signup_clicked) that don’t map to intent - No stage timestamps, so you can’t measure time-to-progress
- Form black boxes, so you can’t see which field kills momentum
The Event Taxonomy (Simple and Sharp)
Use nouns and past tense verbs. One event per intent.
trial_started(source, plan, segment)onboarding_step_completed(step_name, method)integration_connected(provider)checkout_started(plan, price, currency)purchase_completed(plan, ARR, seats)
Add properties you’ll segment by later: persona, acquisition channel, geo.
Cohorts That Tell the Truth
- First-touch vs. last-touch cohorts by channel
- Persona-by-persona activation curves
- Time-to-value cohorts by trial start week
Form Analytics That Pay for Themselves
- Field-level abandonment and hesitation time
- Error message frequency by field
- Device-specific form completion gaps
Fix candidates emerge immediately: reorder fields, reduce friction, add helper text, or switch to progressive profiling.
Dive deeper into 7 Customer Activation Metrics Every SaaS Must Track.
Session Replays With Intent
Don’t watch everything. Filter replays by failed outcomes (e.g., checkout_started without purchase_completed). You’ll find UX blockers in minutes.
Check out our comprehensive guide: How to do conversion rate optimization for ecommerce.
Reporting That Drives Decisions
- Stage-to-stage conversion with confidence intervals
- Median time between stages (and p95)
- Attributed revenue by segment
7-Day Implementation Plan
- Draft clean taxonomy and properties
- Instrument events + form analytics
- Validate with test traffic; fix cardinality bloat
- Build cohort + stage conversion dashboards
- Triage top 5 frictions; write hypotheses with evidence
- Ship 2 low-effort fixes; plan 1 experiment
- Review lift; iterate
Conclusion
Funnels don’t need to be fuzzy. Sharp events, clear stages, honest cohorts—that’s how you find hidden drop-offs and fix them fast.
Check out our comprehensive guide: How to Measure and Improve Time-to-Value (2025 Guide).
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Related reading
- Ultimate Guide: Conversion Research Frameworks That 3x Win Rates in 2025
- 15 Best Conversion Rate Optimization Tools for 2024 (Expert Guide)
- CRO for DevTools: What Actually Moves Engineering Teams
- Experiment Design Templates You Can Steal Today
- Experimentation Maturity Model (2025): From Ad-Hoc to Always-On Growth
Useful tools & services
- MQL → SQL → Won Funnel Calculator - Calculate MQL→SQL→Won funnel metrics
- Conversion Rate Calculator - Calculate conversion rate and project improvement impact
- Revenue Impact Calculator - Calculate revenue impact of conversion improvements
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Frequently Asked Questions
What is conversion rate optimization (CRO)?
Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action. This includes signing up for a service, making a purchase, filling out a form, or any other goal. CRO uses data analysis, user feedback, and A/B testing to improve website performance and maximize ROI from existing traffic.
Use our funnel calculator to measure your results.
How do you calculate conversion rate?
Conversion rate is calculated by dividing the number of conversions by the total number of visitors, then multiplying by 100. For example: (100 conversions / 2,000 visitors) × 100 = 5% conversion rate. This metric helps measure the effectiveness of your website or landing page at turning visitors into customers.
What is a good conversion rate?
A good conversion rate varies by industry, but typically ranges from 2-5% for most websites. E-commerce sites average 2-3%, while SaaS companies average 3-5% for trial signups. B2B lead generation sites often see 2-4%. The key is to continuously test and improve your baseline conversion rate regardless of industry benchmarks.
How can I improve my website's conversion rate?
Improve conversion rates by: 1) Simplifying your forms and checkout process, 2) Adding clear calls-to-action (CTAs), 3) Improving page load speed, 4) Using social proof like testimonials and reviews, 5) A/B testing different page elements, 6) Optimizing for mobile users, and 7) Creating compelling, benefit-focused copy. Start with the biggest friction points in your funnel.