Conversion Funnel Calculator

How it works

Shows how many people drop out at each step from website visit to paying customer, which step leaks the most, and what fixing it could add per month.

1. Enter your last 30 days for five stages: Website visits, Leads / form fills, Calls answered, Booked appointments, Closed-won. Each stage rate = that stage ÷ the stage before it.
2. Visit → won rate = Closed-won ÷ Website visits. Monthly revenue = Closed-won × Average sale value. Revenue per visit = Monthly revenue ÷ Website visits. Customer LTV = Average sale value × Repeat-customer multiple.
3. The weakest stage is the one with the lowest stage-to-stage rate (the earlier one if there is a tie). The bottleneck note only appears when visits and closed-won are both above zero.
4. Each lever adds 10 percentage points to one stage rate, capped at 100%, and leaves the others alone. Extra wins are priced at Average sale value. A larger-than-prior stage counts as 100%.
5. If Website visits, Leads, Calls or Booked is zero, the levers cannot be worked out and the list asks you to fill in every stage.

Questions

What is the repeat-customer multiple?

It is your own estimate of how much a customer is worth over time compared with one sale. Customer LTV = Average sale value × the multiple. For example, 1.4 means a customer spends 1.4 times one sale in total.

What does the +10 points lever show?

It shows the extra monthly revenue if one stage rate rose by 10 percentage points, say from 40% to 50%, with every other stage unchanged. It is a what-if on your own numbers, not a forecast.

Can a stage be bigger than the stage before it?

It should not be, since each step starts from the one before. If it is, the bottleneck and lever math treat that step as 100%, and the rate next to that stage reads "over 100%" so you can check the numbers.