Sales Funnel Drop-Off Calculator
Enter visitors, product views, carts, checkouts and purchases to see the drop-off at each stage and what your biggest leak costs.
Funnel stages
Funnel diagnosis
Why funnel diagnosis beats vanity metrics
Most teams report on traffic and revenue. The more useful number sits in between: where exactly are you losing people, and what is that leak costing? This calculator turns five numbers (visitors, product views, add-to-carts, checkouts and purchases) into a stage-by-stage diagnosis that shows where to focus first.
Where e-commerce funnels tend to leak
Most online stores see four predictable drop-offs:
- Visitor to product view: usually a navigation, search or merchandising problem.
- Product view to add to cart: almost always pricing, photography or social proof.
- Add to cart to checkout: shipping costs or forced account creation.
- Checkout to purchase: payment options, trust signals or surprise fees.
Finding the step with the worst drop-off tells you which problem to fix first.
Turn drop-off into dollars
The biggest mistake in funnel work is treating drop-off as a percentage problem instead of a revenue problem. A 60% drop on 100,000 monthly visitors loses far more money than a 90% drop on 500 checkouts. The calculator estimates what recovering half of your biggest leak could be worth, so you can check whether the optimization work pays off.
Frequently asked questions
What is a healthy site-wide conversion rate?
For e-commerce, 1.8% to 3% is a typical range, with top performers above 5%. For SaaS, 5% to 10% of visitors starting a trial is normal. For lead generation forms, 2% to 5% of visitors becoming leads is a common band.
Should I optimize the worst stage first?
Usually, but not always. Start with the stage that has the highest revenue impact, which depends on both the drop-off rate and the volume at that step.
Where do I get these numbers?
From GA4, your analytics platform or your e-commerce platform's funnel report. Most platforms show all five numbers in standard reports.