Bench 19: Funnel leaks by stage
A stage-by-stage walk of where visits quietly drain away: arrival, browsing, product evaluation, the decision, the till, and the return visit that never happens.
The bench guide
Working guides on this bench
Funnel leaks by stage Diagnosing a Leak: Recordings, Surveys and Support Tickets Step rates say where; diagnosis needs evidence of why. This guide runs a leak diagnosis end to end: the recording sample, the survey question, the support-ticket read, and how to write the finding so the repair is aimed at a cause, not a symptom. Funnel leaks by stage Leaks After the Sale: Delivery, Returns and the Second Order The funnel does not end at payment. Delivery that disappoints, a returns process that feels like a court case, and silence where a second order should grow are leaks in the stage most audits skip - and the cheapest growth most stores own. Funnel leaks by stage Leaks at Arrival: When the Wrong Visitors Arrive An arrival leak looks like a page problem and is an audience problem: the visitors were wrong for the offer, or the promise that fetched them does not survive the landing. This guide separates the two and fixes each at its own end of the click. Funnel leaks by stage Leaks at Browsing: Category and Listing Pages Browsers leak when they cannot narrow the range to a shortlist: weak filters, catalogue language, dead-end sorts and cards that hide the facts needed to compare. This guide covers the browsing stage's causes and the category page's real job. Funnel leaks by stage Leaks at Checkout Start: The Doorway Problem Between the cart and the first checkout field stands a doorway, and it leaks: account demands, a total that changes at the threshold, a checkout that looks like a different website. This guide covers the doorway's failure modes and the handover patterns that keep momentum. Funnel leaks by stage Leaks at Consideration: The Product Page Drop A product page leaks when a visitor who found the right product cannot assemble the confidence to add it: a missing fact, an unpriced total, an unanswered doubt. This guide reads the drop by its causes and matches each to the evidence that proves it. Funnel leaks by stage Leaks at the Add-to-Cart Step: Clicks That Go Nowhere The add-to-cart step leaks mechanically: the button that cannot be found on a phone, the variant not chosen with no explanation, the click that gives no visible feedback. This guide covers the step's failure modes and the feedback patterns that close it. Funnel leaks by stage Leaks in Lead Funnels: From Click to Qualified Conversation Lead funnels leak differently: the form is the middle, not the end. Clicks leak on promise mismatch, forms leak on over-qualification, and the largest leak sits after submission - the slow or absent follow-up that lets a warm enquiry cool into someone else's customer. Funnel leaks by stage Leaks in the Cart: Hesitation With the Total Visible The cart is where the total becomes real, and leaks here are deliberation failures: a cost appearing for the first time, a delivery estimate too vague to plan around, a discount field inviting a coupon hunt. This guide covers the cart stage's causes and the quiet repairs. Funnel leaks by stage Leaks Inside Checkout: Forms, Payment and Errors Inside checkout, leaks are friction events: a field that rejects a valid answer, a payment option missing, an error that clears the form. Each field and each rule can be tied to lost orders. This guide audits the checkout's interior with the form bench's discipline at payment stakes. Funnel leaks by stage Repair Order: Fixing Leaks in Sequence and Verifying the Fix Repairs verified stage by stage, in leak-size order, with the total watched for borrowed gains. This guide closes the bench: how to sequence a quarter of leak work, what counts as verification, and when a leak is declared closed versus merely quieter.