cro-funnel

CRO - Funnel Optimization

When This Skill Applies

• Analyzing multi-step conversion funnels for drop-offs
• Optimizing signup, onboarding, and checkout flows
• Identifying and fixing conversion barriers at each stage
• Designing A/B tests for funnel improvement
• Benchmarking funnel performance against industry standards

Core Guidance

1. Funnel Analysis Process

Map Funnel -> Measure Steps -> Identify Drop-offs -> Diagnose Causes -> Prioritize Fixes -> Test Improvements -> Validate -> Iterate

2. Common Funnel Types

Funnel	Stages	Key Metric
Marketing	Visit -> Lead -> MQL -> SQL -> Customer	End-to-end CVR
Signup	Landing -> Registration -> Verification -> Onboarding	Signup completion %
Onboarding	Account -> Setup -> First Action -> Aha Moment -> Habit	Activation rate
E-commerce	Browse -> Cart -> Checkout -> Payment -> Confirmation	Cart-to-purchase %
SaaS Trial	Signup -> Activation -> Engagement -> Conversion	Trial-to-paid %
Lead Gen	Ad -> Landing -> Form -> Thank You -> Follow-up	Form completion %

3. Funnel Analysis Template

STAGE          | USERS   | CVR     | DROP-OFF | BENCHMARK
---------------|---------|---------|----------|----------
[Stage 1]      | [count] | 100%    | --       | --
[Stage 2]      | [count] | [X]%    | [Y]%    | [Z]%
[Stage 3]      | [count] | [X]%    | [Y]%    | [Z]%
[Stage 4]      | [count] | [X]%    | [Y]%    | [Z]%
End-to-End     | [count] | [X]%    | [Y]%    | [Z]%

Biggest Drop-off: Stage [n] -> Stage [n+1] ([Y]% loss)

4. Drop-off Diagnostic Framework

Symptom	Likely Causes	Investigation
High bounce at entry	Mismatch with ad/source, slow load, unclear VP	Check source-page alignment, page speed
Registration abandonment	Too many fields, unclear value, no social login	Audit field count, test progressive profiling
Verification drop-off	Complex process, email delivery, friction	Test SMS vs email, simplify steps
Onboarding incomplete	Long process, unclear next steps, no motivation	Test guided tours, reduce steps
Cart abandonment	Unexpected costs, complex checkout, trust issues	Show costs early, simplify, add guarantees
Payment failure	Limited options, technical errors, security concerns	Add payment methods, fix errors, add badges

5. Funnel Optimization Strategies

Strategy	Description	Expected Lift
Reduce Steps	Combine or eliminate unnecessary stages	10-30%
Progressive Disclosure	Show only what's needed at each step	5-15%
Social Login/SSO	Reduce registration friction	15-25%
Progress Indicators	Show completion percentage	5-10%
Smart Defaults	Pre-fill fields where possible	5-15%
Exit-Intent Recovery	Capture abandoning users	5-10%
Micro-Commitments	Small steps leading to bigger commitment	10-20%
Urgency/Scarcity	Create time pressure at key steps	5-15%

6. Funnel Benchmarks

SaaS Signup Funnel

Stage	Benchmark CVR
Visit -> Signup	2-5%
Signup -> Activation	20-40%
Activation -> Engagement	15-30%
Trial -> Paid	10-25%
End-to-End	0.5-3%

E-commerce Checkout

Stage	Benchmark CVR
Product View -> Cart	8-15%
Cart -> Checkout	40-60%
Checkout -> Payment	60-80%
Payment -> Confirmation	90-95%
End-to-End	2-4%

Lead Generation

Stage	Benchmark CVR
Visit -> Form View	30-60%
Form View -> Start	40-70%
Form Start -> Submit	60-85%
Submit -> Qualified	20-40%
End-to-End	3-8%

7. Micro-Conversion Tracking

Micro-Conversion	Stage	Indicates
Scroll depth >50%	Engagement	Content interest
CTA hover	Intent	Considering action
Form field focus	Initiation	Starting the process
Field completion	Progress	Moving forward
Error encounter	Friction	Potential drop-off
Back button click	Hesitation	Reconsidering

8. A/B Test Prioritization for Funnels

ICE Framework: Impact (1-10) x Confidence (1-10) x Ease (1-10)

Test Idea	Impact	Confidence	Ease	Score	Priority
Reduce form fields	8	7	9	504	P1
Add progress bar	5	6	8	240	P2
Social login	7	8	5	280	P2
Exit popup	4	5	9	180	P3

Output Format

FUNNEL ANALYSIS
===============
Funnel:     [funnel type]
Period:     [date range]
Total Users:[count]
End-to-End: [%] CVR

STAGE ANALYSIS
--------------
Stage         | Users   | CVR    | Drop-off | vs Benchmark
--------------|---------|--------|----------|-------------
[stage]       | [count] | [%]    | [%]      | [above|below]

CRITICAL DROP-OFFS
------------------
Stage [n] -> [n+1]: [Y]% drop-off
  Root Cause: [diagnosis]
  Fix: [recommendation]
  Est. Lift: +[X]%

OPTIMIZATION PLAN
-----------------
Priority | Stage    | Action            | Est. Lift | Test
---------|---------|-------------------|----------|------
P1       | [stage] | [specific action] | +[X]%    | [A/B test]

Quick Reference

Funnel Types: Marketing, Signup, Onboarding, E-commerce, SaaS Trial, Lead Gen Optimization Strategies: Reduce steps, progressive disclosure, social login, progress indicators Prioritization: ICE framework (Impact x Confidence x Ease) Key Insight: Focus on the biggest drop-off stage first for maximum impact

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References

• See ${CLAUDE_SKILL_DIR}/references/funnel-diagnostics.md for funnel diagnostics and stage analysis framework
• See ${CLAUDE_SKILL_DIR}/references/micro-conversion-tracking.md for micro-conversion tracking and analysis