How to find where your sales funnel leaks
By the Morev team
Funnels5 min read
List every step a buyer takes, count how many people reach each one, and work out what share moves on to the next. The step with the lowest share is your leak. Then watch real sessions at that step to learn why people leave, and fix that one thing first.
What is a funnel leak?
A leak is a step that loses far more people than the steps around it. Every funnel loses people at every step, so losing some is normal. The goal is to find the step that loses the most of the people who reached it.
Your overall conversion rate can't show you this. It tells you how many people bought, but not where everyone else stopped.
How do you map your funnel?
Write down the steps in the order a buyer meets them. For a video funnel, that might be:
- Lands on the page
- Watches the video
- Submits the application
- Books a call
Each step should be one action you can count. If you can't count it, split it into smaller steps until you can.
How do you find the biggest drop?
Next to each step, write how many people reached it. Then divide each number by the one before it to see what share moved on. Here is an example with made-up numbers:
| Step | People | Moved on from the last step |
|---|---|---|
| Landing page | 1,000 | Not applicable |
| Watched the video | 610 | 61% |
| Submitted the application | 140 | 23% |
| Booked a call | 57 | 41% |
Only 23% of viewers go on to apply, so 77% of the people who reached that step stop there. No other step loses as large a share, so that is the leak to look at first.
Before you trust the number, split it by device and traffic source. A drop that only appears on phones usually has a different cause than one that appears everywhere.
How do you learn why people leave?
Numbers show you where people leave, not why. For that, look at what they did at that step:
- Session replays show hesitation, broken forms and buttons that don't respond.
- Heatmaps show what gets clicked and how far people scroll.
- Video retention shows the second viewers stop watching.
Watch enough sessions to see a pattern before you settle on a cause. One odd session is only one person.
What should you fix first?
Fix the weakest step that the most people reach. Change one thing, then compare the same step before and after. If you change three things at once, you won't know which one worked.
Once that step improves, run the numbers again. Your biggest leak may now be somewhere else.
Can you do this without spreadsheets?
Yes. Morev tracks every click, scroll, video second and booking from one script tag, and shows where your funnel leaks. On Pro and up, the fixes come ranked, so you know where to start. You can also try the live demo with example data.