<b>How to find the exact step where money leaks</b>

<b>How to find the exact step where money leaks</b>

A mid-size B2B SaaS site had a healthy top of funnel and a flat revenue line. Plenty of trials, few activations. They needed to find the leak, not guess at it.

The five-step trace:
— Build a funnel exploration: visit, signup, verify email, first action, paid
— Read drop-off between every adjacent pair, not just start-to-finish
— Flag the step where the percentage cliff is steepest
— Segment that step by device and by traffic source
— Watch one real session recording at that exact step

The cliff sat between signup and email verification: 64% never returned. Segmented, it was almost entirely Gmail users. The verification email was landing in Promotions.

They switched senders and rewrote the subject. Verification completion climbed from 36% to 58% in three weeks.

Lesson: a funnel tells you which step bleeds. Segmentation tells you why. Don't skip the second half.

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