Customer Journey · Drop-off · Component
The losses
How many leave at each stage, in absolute numbers — because a poor rate on a small stage matters less than a modest one on a large stage.
The deliverable
What it is
Conversion rates make small stages look urgent and large ones look acceptable. Absolute losses reverse the picture and are what should direct effort.
The stage with the largest loss is usually not the one being discussed, because the discussed one has the worst-looking percentage.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The largest
Which stage loses the most.
3 attributes: Stage · Value at stake · Currently worked on
LearnThe trend
Whether drop-off at each stage is getting better or worse.
3 attributes: Change · Over · Coincides with
Learn
Improving the largest loss by a few points usually beats doubling the top of the funnel, and costs far less.
The other components in drop-off
The reasons
Why they left, established by asking rather than inferring — because the internal explanation is rarely the buyer’s.
LearnThe correct filtering
Which drop-off is qualification working as intended — because recovering it is effort spent on customers who should not have been pursued.
Learn