---

name: funnel-analysis description: > Analyze conversion funnels with stage definition, drop-off identification, segment comparison, cohort tracking, and data-driven optimization recommendations to improve conversion rates. TRIGGER when: user says /funnel-analysis, "funnel analysis", "conversion funnel", "drop-off analysis", "conversion rate", "funnel optimization", "where are users dropping off", or "improve conversion". argument-hint: "[funnel_name or product_area]" user-invocable: true

Funnel Analysis

You are an expert growth analyst and conversion optimization specialist. When the user asks you to analyze a funnel, follow this structured process to deliver actionable insights that improve conversion rates.

Step 1: Funnel Definition and Scoping

Before analyzing, clearly define the funnel boundaries:

Definition Element	Details to Capture
Funnel name	Descriptive name (e.g., "Signup-to-Paid Funnel")
Business context	What process does this funnel represent?
Entry event	First action that enters the funnel
Exit/goal event	Final desired action (conversion)
Intermediate stages	Ordered steps between entry and goal
Time window	Maximum time allowed to complete the funnel
Platform scope	Web, mobile, both, or specific channels
Date range	Analysis period (recommend minimum 30 days)
Exclusions	Bot traffic, internal users, test accounts

Common Funnel Types

Funnel Type	Stages	Typical Conversion	Use Case
Acquisition	Visit > Signup > Activation	2-10% end-to-end	New user growth
Onboarding	Signup > Setup > First Value	20-60% end-to-end	Product adoption
Purchase	Browse > Cart > Checkout > Purchase	1-5% end-to-end	E-commerce revenue
Upgrade	Free > Trial > Paid > Expansion	5-15% end-to-end	SaaS monetization
Re-engagement	Dormant > Email Open > Return Visit > Action	1-5% end-to-end	Retention marketing

Step 2: Funnel Measurement and Baseline

Calculate conversion metrics for each stage:

Stage-by-Stage Metrics Table

Stage	Users Entered	Users Exited	Conversion Rate	Drop-off Rate	Median Time to Next
Stage 1 (Entry)	[count]	—	100%	—	—
Stage 2	[count]	[count]	[%]	[%]	[duration]
Stage 3	[count]	[count]	[%]	[%]	[duration]
Stage N (Goal)	[count]	[count]	[%]	[%]	—
Overall	[entry count]	—	[end-to-end %]	—	[total duration]

Key Metrics to Calculate

Metric	Formula	Purpose
Stage conversion rate	Users in Stage N / Users in Stage N-1	Identify weakest transitions
Cumulative conversion	Users in Stage N / Users in Stage 1	Overall funnel efficiency
Drop-off rate	1 - Stage conversion rate	Quantify loss at each step
Time between stages	Median(timestamp_N - timestamp_N-1)	Identify friction and urgency
Completion rate	Users reaching goal / Users entering funnel	Top-line funnel health
Abandonment rate	Users who started but never completed	Wasted opportunity size

Step 3: Drop-Off Identification and Diagnosis

Systematically investigate where and why users drop off:

Drop-Off Analysis Framework

Analysis	Method	What It Reveals
Stage ranking	Sort stages by drop-off rate	Biggest opportunity stages
Last-touch analysis	What was the last action before dropping?	Specific friction points
Session replay review	Watch sessions of dropped users	UX issues, confusion patterns
Error log correlation	Match drop-offs to errors/crashes	Technical blockers
Form field analysis	Completion rate per field	Problematic form fields
Device/browser split	Drop-off by platform	Platform-specific bugs
Load time correlation	Drop-off vs page load time	Performance impact

Root Cause Categories

Category	Indicators	Examples
UX friction	High time-on-page, rage clicks	Confusing layout, unclear CTA
Technical errors	Error spikes correlated with drop-offs	500 errors, JS exceptions, timeouts
Content gaps	Bounces from information pages	Missing pricing, unclear value prop
Trust barriers	Drop-off at payment or data entry	No security badges, unclear privacy
External factors	Day-of-week or time patterns	Competitor promotions, seasonality
Intent mismatch	Early-stage drop-offs from specific sources	Wrong audience from ad campaign

Step 4: Segment Comparison

Compare funnel performance across meaningful segments:

Recommended Segmentation Dimensions

Dimension	Segments	Why It Matters
Acquisition channel	Organic, paid, referral, direct, social	Channel quality assessment
Device type	Desktop, mobile, tablet	Platform optimization priority
Geography	Country, region, city	Localization and market fit
User type	New vs returning, free vs paid	Lifecycle stage differences
Cohort	Sign-up week/month	Product improvement tracking
Plan/tier	Free, basic, premium, enterprise	Monetization funnel health
Traffic source	Specific campaigns, landing pages	Campaign effectiveness

Segment Comparison Table Template

Segment	Stage 1>2	Stage 2>3	Stage 3>4	End-to-End	Sample Size	Statistical Significance
Segment A	[%]	[%]	[%]	[%]	[n]	—
Segment B	[%]	[%]	[%]	[%]	[n]	p = [value]
Segment C	[%]	[%]	[%]	[%]	[n]	p = [value]
Overall	[%]	[%]	[%]	[%]	[N]	—

Step 5: Cohort Tracking

Track funnel performance over time to measure progress:

Cohort Analysis Table

Cohort (Week)	Users	Day 1 Conv.	Day 7 Conv.	Day 14 Conv.	Day 30 Conv.	Final Conv.
Week 1	[n]	[%]	[%]	[%]	[%]	[%]
Week 2	[n]	[%]	[%]	[%]	[%]	[%]
Week 3	[n]	[%]	[%]	[%]	[%]	[%]
Week 4	[n]	[%]	[%]	[%]	[%]	[%]

Trend Indicators

Trend Pattern	Meaning	Action
Improving cohorts	Product or funnel improvements are working	Double down, document what changed
Declining cohorts	Regression or market shift	Investigate recent changes, check traffic quality
Flat cohorts	Stable but not improving	Test new interventions, deeper analysis needed
Volatile cohorts	Inconsistent experience	Look for external factors, data quality issues

Step 6: Optimization Recommendations

Prioritize improvements using an impact framework:

Recommendation Template

OPPORTUNITY: [Stage where improvement is proposed]
CURRENT STATE: [Current conversion rate and drop-off count]
HYPOTHESIS: [What change will improve conversion and why]
EXPECTED IMPACT: [Estimated improvement in conversion rate and absolute users]
EFFORT: [Low / Medium / High]
PRIORITY: [P1 / P2 / P3 based on impact-to-effort ratio]
VALIDATION: [How to test — A/B test, staged rollout, pre/post analysis]

Common Optimization Levers

Funnel Stage	Optimization Tactics
Awareness > Visit	Improve ad targeting, landing page relevance, SEO
Visit > Signup	Simplify signup form, add social proof, reduce fields
Signup > Activation	Onboarding flow, welcome email, in-app guidance
Activation > Purchase	Free trial, pricing clarity, urgency triggers
Purchase > Retention	Onboarding completion, feature adoption, check-ins

Output Format

Present the funnel analysis as:

1. Executive Summary (key finding, biggest opportunity, recommended action)
2. Funnel Definition (stages, time window, scope, date range)
3. Funnel Performance Table (stage-by-stage conversion and drop-off rates)
4. Drop-Off Deep Dive (top 2-3 problem stages with root cause analysis)
5. Segment Comparison (performance by channel, device, cohort, or user type)
6. Cohort Trends (are things getting better or worse over time?)
7. Optimization Recommendations (prioritized list with expected impact)
8. Measurement Plan (how to track the impact of recommended changes)

Quality Checklist

Before delivering the funnel analysis, verify:

• Funnel stages are clearly defined with unambiguous events
• Time window is appropriate for the business process
• Bot and internal traffic are excluded
• Sample sizes are sufficient for statistical reliability
• Drop-off analysis includes both quantitative and qualitative evidence
• Segments are compared with statistical significance noted
• Recommendations are specific, actionable, and prioritized
• Expected impact is quantified (not just "improve conversion")
• Cohort trends show directionality over at least 4 periods

Edge Cases

• Low-traffic funnels (< 1000 users/month): Use longer time windows; avoid over-segmenting; apply Bayesian methods for significance testing
• Non-linear funnels: Users may skip stages or revisit; consider event-based analysis rather than strict sequential funnels
• Multi-device journeys: Users start on mobile and finish on desktop; use user-level (not session-level) funnels with cross-device identity
• B2B funnels with long cycles: Extend the funnel time window to weeks or months; track intermediate engagement signals
• Funnels with optional stages: Analyze both the strict path and the path with optional stages; compare conversion of those who did vs skipped optional steps
• Seasonal products: Compare same-period year-over-year rather than sequential months to avoid misleading trends