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 rate
Conversion rate is the share of people, or of visits, that reached a goal: conversions divided by the people or visits you started with.
A conversion rate divides conversions by a base, and the base matters. Per visit, a person who comes four times before buying counts four times in the denominator. Per person, they count once. For anything people think over before buying, per-visit rates run low, while per-person rates show how many of the people a channel brought became customers.
Compare rates only when the base is the same, and read them beside the absolute numbers. A channel converting 20% of five people tells you less than one converting 9% of three hundred.
In MIRA FIVE
Rates in Acquisition are per person: the buyers a channel or campaign brought, divided by its people. Goals show each goal’s conversion rate beside its buyers and revenue. Funnels let you choose between counting by person and by visit.
Example
In the Acme Shop, AI assistants brought 40 people and 7 bought, a rate of 18%. Organic search brought 277 people and 24 bought, 8.7%. The smaller channel converts better; the larger one brings more buyers.