Funnel Drop-Off Calculator

Funnel drop-off is the proportion of users lost between two consecutive stages. Where an overall conversion rate tells you the funnel leaks, drop-off tells you exactly which step leaks and how badly — the diagnostic that turns a vague problem into a specific target.

Measuring it stage by stage surfaces the single biggest leak, which is almost always where a fix returns the most.

Here, lower is better, read against a stage benchmark:

Low — drop-off well above benchmark; this stage is a major leak and the priority. Average — near benchmark; targeted fixes pay off. Strong — at or below benchmark; the leak is elsewhere in the funnel.

Funnels rarely leak evenly. Calculating drop-off at each step almost always reveals one stage losing far more than the rest, and a point recovered there is worth more than a point anywhere else. Fix the worst leak before polishing stages that are already efficient.

The dependable levers are removing friction and uncertainty at the leaking step: a clearer next action, fewer fields and steps, expectations set before the user arrives, and trust signals where hesitation peaks. Model each candidate fix as a scenario above to see the users — and revenue — it recovers.

Drop-off alone does not size the prize. Multiplying the users a fix recovers by the value of a conversion turns a percentage into a revenue case, which is what justifies the build. The leverage line above does that translation, so the highest-drop stage can be ranked by money, not just by rate.