A conversion funnel maps the sequence of steps a visitor moves through, from first landing on a site to completing a goal like a purchase or booked call. Mapping the funnel lets teams identify where visitors drop off and prioritize conversion rate optimization (CRO) efforts at the highest-impact stage.
Example
Visitor reads an insight → checks the case studies → opens pricing → books a call. Each step is measured to find where people drop off.
Related resources
Glossary
Conversion Rate Optimization
CRO is the process of improving a website to turn more visitors into leads, customers, or sales.
CRO (conversion rate optimization) is the process of improving your website so more of your existing visitors take action — buy, book a call, submit a form — without spending more on traffic. Most businesses focus entirely on getting more visitors and ignore what happens once people arrive. CRO fixes that gap. A 1-2% conversion rate improvement often outperforms a traffic increase, because it compounds on every visitor you're already paying to attract.
Start with your above-the-fold messaging, simplify your calls-to-action, and remove friction from forms — these three changes account for most conversion gains before anything else matters. After that, test one variable at a time: headline, CTA placement, form length. Use analytics and session recordings to see where visitors actually drop off instead of guessing. CRO is iterative — small, evidence-based changes compound over months.
