A conversion funnel mapped end to end.
This study maps a complete acquisition-to-retention funnel for a B2B service business, annotates the likely drop-off points at each stage, and designs a measurement framework that tells you what to fix first.
Concept study — self-initiated, not a client commission.
THE PROBLEM THIS EXPLORES.
Most businesses measure the top of the funnel (traffic, leads) and the bottom (revenue, churn) but not the middle. The middle is where most conversions are lost. This study maps the middle in detail.
THE APPROACH.
Map every stage
Awareness → Interest → Consideration → Intent → Conversion → Retention → Advocacy. Each stage has a defined entry event, exit event and a set of actions the user takes in between.
Identify the drop-off hypotheses
At each stage transition, list the most likely reasons a user does not advance. These are hypotheses, not facts — the measurement framework will confirm or reject them.
Define the metrics
One primary metric per stage. One leading indicator that predicts the primary metric. No vanity metrics — every number must be actionable.
Design the measurement framework
A single dashboard view that shows the conversion rate at each stage transition, the volume at each stage and the trend over 30 days.
Prioritise the interventions
The stage with the lowest conversion rate and the highest volume is the highest-priority fix. The framework makes this calculation automatic.
THE FUNNEL MAP.
User encounters the brand for the first time.
Unique visitors
Branded search volume
Message doesn't match the channel context
User engages with content or explores the site.
Engaged sessions (>60s)
Pages per session
Value proposition is unclear above the fold
User evaluates the offer against alternatives.
Return visits within 7 days
Pricing or services page views
No clear differentiator from competitors
User signals readiness to act.
Form starts or CTA clicks
Contact page visits
Form friction or trust deficit at decision point
User completes the target action.
Form completions or bookings
Form completion rate
Too many fields or unclear next step
User returns or continues engagement.
30-day re-engagement rate
Email open rate
No post-conversion nurture sequence
User refers others or leaves a review.
Referral rate
NPS or satisfaction score
No structured ask for referral or review
CHANNEL MAP.
Which channels feed which funnel stages, and what each channel is responsible for.
Organic search
Awareness → InterestCapture demand that already exists. Answer the questions buyers ask before they know who to hire.
Paid search
Consideration → IntentIntercept buyers who are actively comparing options. Bid on category and competitor terms.
Content
Interest → ConsiderationBuild credibility and demonstrate expertise. Move users from curious to convinced.
Maintain the relationship after conversion. Deliver value that makes referral natural.
Referral
Advocacy → AwarenessClose the loop. A referred lead enters the funnel at Consideration, not Awareness.
WHAT THIS STUDY FOUND.
The highest-leverage intervention in most B2B service funnels is the Consideration → Intent transition. Users who reach the pricing or services page are already qualified — the drop-off there is almost always a trust or clarity problem, not a traffic problem. Fix the page before buying more traffic.
Field Notes
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