How to find where buyers drop out
Build a conversion funnel of two to six steps, see where buyers drop out between them, and open the people who stopped. Counted by person or by visit.
Conversion
A conversion is a person reaching an outcome you count, such as buying, signing up or booking a call.
A conversion is the moment a visitor does what you hoped they would. For a shop it is usually an order; for a software company it may be a sign-up, a trial or a demo request. Each business defines its own, and most count more than one.
Conversions become useful when they are tied to where people came from. A channel that sends many visits and few conversions costs attention; a channel with fewer visits and more conversions is often the one to grow. Conversion tracking is the setup that makes this possible: naming the outcome, sending it as an event and joining it to the visit or person that produced it.
In MIRA FIVE
A conversion is a goal being reached. The goal’s role says what kind: Purchase for buying, Conversion for other successes such as a sign-up or a lead, Intent for a sign that someone wants to buy. Acquisition shows people and buyers for each channel and campaign, a goal’s page shows who reached it and where they first came from, and Funnels count by person or by visit.
Example
In the Acme Shop’s last 30 days, Email brought 63 people and 9 of them bought, a conversion rate of 14%.