Multiply stage conversion rates to get the true end-to-end rate and locate the weakest stage.
Funnel conversion is multiplicative, so the overall rate is the product of every stage rate rather than their average. That is why a funnel with five healthy-looking 60% stages converts less than 8% end to end. The weakest stage governs the whole funnel: doubling the worst rate lifts total output far more than a small improvement everywhere else.
Funnel Conversion
Final volume = top-of-funnel × stage 1 rate × stage 2 rate × … (rates as decimals)
Final volume = top-of-funnel × stage 1 rate × stage 2 rate × … (rates as decimals) Funnel conversion is multiplicative, so the overall rate is the product of every stage rate rather than their average. That is why a funnel with five healthy-looking 60% stages converts less than 8% end to end.
The weakest stage governs the whole funnel: doubling the worst rate lifts total output far more than a small improvement everywhere else.
This calculator takes 4 inputs: Top-of-funnel volume, Stage one conversion rate, Stage two conversion rate, Stage three conversion rate. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.