Find the leak before you fix anything

Find the leak before you fix anything
Most people optimise the stage they enjoy working on. The funnel does not care about your preferences.
Do the arithmetic properly:
— Write every stage down as a count, not a rate. Raw numbers first.
— Then compute the step-down between each pair of stages.
— Compare each step against what you would consider normal for this kind of funnel. Not against industry claims — against your own history.
— The worst step relative to expectation is the only one worth working on. Improving a stage that is already fine multiplies almost nothing.
— Beware small denominators. A stage with a handful of events can look catastrophic or brilliant and mean neither.
— Treat the final step separately. Drops between submitted and confirmed are about quality or approval, not about your page.
Fixing the biggest leak first is obvious advice that almost nobody follows, because the biggest leak usually sits in somebody else's area.

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