Each page is a step. The drop between steps is your leak.
The funnel step chart shows every page in your funnel, in the order visitors see them, with the number of visitors who reached each one. Reading the chart is the fastest way to find the page that's losing you the most leads.
Reading the steps
Each step represents a page in your funnel. The width of the bar (or the number next to it) is how many visitors made it to that step. From left to right, the bars get shorter — every page loses some visitors to drop-off.
The conversion rate between two steps is the percentage of visitors who moved from the first step to the second. If 100 visitors saw your start page and 60 saw your first qualify page, the conversion rate between them is 60%.
What's a good conversion rate
A few rough benchmarks for a typical service-business funnel:
Start → first qualify page — anything above 30% is healthy. Strong funnels see 40–60%.
Qualify page → qualify page — usually 70–90% as visitors continue through.
Last qualify → booking page — depends on how strict your qualification is. Loose qualification can be 70%+. Tight qualification can intentionally be 20% (and that's by design).
Booking page → completed booking — 50% is reasonable. Above 70% is a strong booking page.
The right benchmark depends on your audience and your offer. Compare to your own history more than to industry numbers.
Spotting a leak
The page with the biggest drop in conversion rate is your biggest leak. That's the page to work on first. Once you've fixed that page, the next biggest leak becomes the next target.
A single significant improvement here can move the whole funnel's numbers up. See How do I find where leads drop off? for the playbook.
Where to go next
How do I find where leads drop off?
What metrics should I watch to book more calls?