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6 min read
Funnels that match how people actually buy
Most funnels assume people move in a straight line. They do not. How to build a funnel that follows real paths without losing the plot.
Theo Marchetti
A funnel lists the steps you expect people to take, such as visit, sign up, invite a teammate and upgrade, and counts how many make it through each one. It is the clearest picture of where people stop.
People skip and repeat steps
Real visitors leave and come back, invite a teammate before finishing setup, or upgrade on the first day. A strict funnel drops all of them. Allowing steps in any order, within a time window, keeps the count honest.
Pick a window that fits your sales cycle
A self-serve tool might measure a funnel over seven days. A product sold to finance teams might need ninety. The wrong window makes a healthy funnel look broken, so set it to how long your buyers really take.
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