How do you calculate funnel conversion?

Multiply the conversion rates of every step. If 6% of visitors sign up, 45% of those create a project and 40% of those pay, the funnel converts 0.06 × 0.45 × 0.40 = 1.08% of visitors into paying customers.

Which funnel step should I fix first?

Usually the one with the lowest conversion from the step before. Because steps multiply, a gain of a few percentage points is worth the most where the rate is lowest: 5 points on a 6% step nearly doubles everything after it, while 5 points on a 60% step adds about 8%.

What is a good funnel conversion rate?

It depends heavily on the step and the product. Visitor-to-sign-up rates of 2–10% are common for SaaS; sign-up-to-activation varies from 20% to over 60%; trial-to-paid is often 10–25% without a credit card upfront and 40–60% with one. Compare against your own history before industry averages.

Should I measure conversion within a time window?

Yes. Counting a step only when it happens within, say, 14 days of entering the funnel stops old sign-ups from flattering today’s numbers, and makes weeks comparable. This calculator works with whatever rates you enter; Outcomify’s free key funnels apply a window for you.

No. The calculator runs in your browser. Your steps live in the page address, so a copied link reopens the same funnel. Nothing is sent anywhere.

Free tool · no sign-up

Funnel conversion calculator

Enter your funnel’s steps and how each converts from the one before. See how many people make it to the end, the step where most leak, and what fixing each step is worth.

Your funnel

People entering the first step

Per month, or any period you like.

Value of one conversion at the end (optional)

Revenue or lifetime value per customer. Leave at 0 to skip.

01
Entry step
20,000 people100.0% of entry
02
% of previous
1,200 people6.0% of entry
03
% of previous
540 people2.7% of entry
04
% of previous
162 people0.81% of entry
05
% of previous
65 people0.32% of entry

Reach the last step

65

Overall conversion

0.32%

First step to last.

Biggest leak

6%

Signed up: 18,800 people lost here.

Best step to fix

+54

More at the end if “Signed up” converts 5 points better.

What 5 percentage points better on each step is worth at the end

Signed up (6% → 11%)+54(+83%)
Created a first project (45% → 50%)+7(+11%)
Invited a teammate (30% → 35%)+11(+17%)
Started paying (40% → 45%)+8(+13%)

Every step multiplies the ones after it, so the same few points are worth most where conversion is lowest.

How it’s calculated

People at each step = people at the step before × that step’s conversion rate. Overall conversion is the people at the last step divided by the people who entered. For each step, the calculator also reruns the funnel with that step 5 percentage points better and shows how many more people reach the end.

Why the weakest step matters most

A funnel is a chain of multiplications. Raising a 40% step to 45% grows the end of the funnel by 12.5%; raising a 6% step to 11% grows it by 83%. That is why the biggest leak is highlighted, and why “improve conversion” goals are better aimed at one step than at the whole funnel.

From a model to the real thing

Rates you type in are averages. In a live funnel, the same step can move week to week, by segment and after each release. To know whether a change you shipped moved a step, compare finished weeks before and after, and check the difference is larger than its margin of error.

Free in Outcomify

Track your real funnel, and what moved it

Your backend reports each step, server to server. Outcomify shows conversion, drop-off and time between steps, compares periods with a margin of error, and links each step to the opportunity or solution meant to move it. No SDK, no cookies.

Start tracking a funnel free

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