Funnel Exploration
A step-by-step view of the sequence a visitor must complete to reach a goal, showing precisely where the largest proportion drops out.
Analogy Mental model
Finding the leaking joint in a water main. A thousand tonnes go in at the source and one tonne comes out of the tap, and the job is to identify which section is losing the rest.
In practice What you actually do
Pull the funnel whenever traffic targets are met but revenue is not. If the step from product view to cart is normal while the step from checkout to payment loses most people, the diagram becomes the evidence that the problem sits in shipping cost or a failing payment gateway rather than in acquisition.
Where people get burned Pitfalls
Without this analysis, search teams absorb blame for conversion failures caused by forms and checkout flows they have no control over. Document the funnel before the argument happens, not after.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →