Takes the number of people reaching each step of a funnel and shows the share that moves on at every step, the step that loses the most people, and what would happen if you improved one step. For marketers and product teams deciding where to look first.
How to use it
Bring the counts for the same period and the same group of people at every step. The result updates as you type, and nothing leaves your browser.
- Enter how many people entered the funnel at step 1, then how many reached each later step. Use the buttons to add or remove steps (2 to 10).
- Check that each step is the same or lower than the one before it. A step cannot have more people than the step before.
- Read the biggest leak and the table of every step, with the share that moved on and the people lost.
- Optionally pick a step and the rate it could reach to see how many more people would arrive at the last step.
How Reavlo tests this
The calculator is plain arithmetic, run in your browser. Every step is listed under Show the math.
- People lost = people at the first step − people at the last step.
- Moved on, at each step = people at that step ÷ people at the step before. When nobody reached the step before, the rate is shown as 0%.
- People lost at each step = people at the step before − people at that step. Its share of the loss is that number ÷ the total lost.
- Biggest leak = the step with the most people lost. On a tie the earlier step is named, because fixing it also feeds every later step.
- Overall conversion = people at the last step ÷ people at the first step.
- What if = people at the step before × the rate you enter × the combined rate of all later steps as they are today.
The biggest leak is measured in people, not in rates: a step that loses most people is where a small improvement moves the final count the most. A low rate on a step with few people may matter less.
Reavlo does not show a benchmark for what a "good" rate is, because no source we could cite supports one number for every funnel.
Limits. The calculator treats each step as a simple count, so it cannot see people who skip a step, return later or enter midway. The what-if changes only the step you pick and keeps later rates as they are; in practice, bringing in different people at one step often changes the steps after it.
Questions
How do I find the biggest drop-off in my funnel?
Subtract each step from the one before it and compare the people lost. The step with the largest number is the biggest leak, which is what this calculator reports.
Should I fix the lowest conversion rate first?
Not always. A low rate on a step with few people moves the final count less than a smaller rate drop on a step with many. The table shows both the rate and the people lost so you can compare.
Why can a step not have more people than the step before?
The calculator counts the same people moving through. If a later step has more people, your steps count different groups or different periods, and the rates would mean nothing.
How many steps should a funnel have?
Use the steps you can actually count, from 2 to 10 here. More steps show where the leak is more precisely, but only if each one is measured the same way.