Click any number to adjust it, or drag conversion rate sliders for live updates Tap any stage to adjust its number or conversion rate
A conversion funnel calculator models the rate at which prospects move through each stage of a pipeline — leads to qualified, qualified to demos, demos to closed-won — so you can work backwards from a target outcome to figure out how much you need at the top. It's the same math behind recruiting pipelines, sales funnels, SaaS conversion flows, e-commerce checkouts, fundraising pipelines, and any other multi-stage process.
The visual model above is the calculator working live. Each stage holds a count and a conversion rate to the next stage; edit any value and the rest of the pipeline recomputes both upward and downward. There's no spreadsheet to wire up, no formulas to maintain, and the visualization scales with the number of stages you add.
There are three honest ways to use a funnel calculator. They look the same but the workflow differs:
For all three, the calculator's 8 presets (Recruiting, Sales, SaaS, E-commerce, Marketing, Fundraising, Support, Product Adoption) give you a labeled starting point — duplicate a preset, rename stages, and tune the rates.
Benchmarks are starting anchors, not targets. Your own data — once you have a few months of it — beats any industry average. The ranges below come from public B2B/B2C reports and are intended to help you sanity-check whether a stage is in the ballpark or is genuinely an outlier.
| Funnel | Stage transition | Typical range |
|---|---|---|
| B2B SaaS | Visitor → Demo request | 2–5% |
| B2B SaaS | Demo → Closed-won | 15–25% |
| E-commerce | Visitor → Add to cart | 5–10% |
| E-commerce | Cart → Checkout | 35–50% |
| E-commerce | Checkout → Purchase | 65–75% |
| Recruiting | Application → Phone screen | 25–40% |
| Recruiting | Phone screen → Onsite | 30–50% |
| Recruiting | Onsite → Offer | 40–60% |
| Recruiting | Offer → Accept | 60–80% |
| Marketing | Impression → Click (CTR) | 1–3% |
| Marketing | Click → MQL | 2–5% |
| SaaS onboarding | Signup → Activated | 30–50% |
| SaaS onboarding | Activated → Paid | 3–8% |
If your stage is materially below the bottom of the range, there's a real problem to investigate. If it's near the middle, the stage is performing in line with the industry and you'll get more leverage by improving a stage that's further below. If it's above the top of the range, double-check your tracking — measurement bugs are more common than truly exceptional funnels.
Most funnels fail in predictable ways. These are the four patterns you'll see most often:
Every downstream stage is healthy but the absolute output is too low. Conversion rates won't fix this — you need more leads, more applicants, more sourced candidates, or more traffic. Look upstream at acquisition channels, not at process changes.
One stage early in the funnel drops dramatically below benchmark — typically the first qualification step. This usually means the top-of-funnel sources are not well-matched: the right people aren't applying, demoing, or shopping. Tighten the targeting upstream rather than building more downstream process.
A stage in the middle (typically demo-to-trial, second-interview-to-onsite, or evaluation-to-decision) has a low rate that's also volatile month-to-month. This is usually a process or follow-through problem: handoffs between teams, missing nurture, or slow response time after initial engagement.
The final stage trends downward over multiple quarters. Pricing, competition, or product-market fit drift cause this — not "bad sales execution." When you see this pattern, the conversation belongs at the strategy level, not the rep performance level.
A sales funnel calculator is a tool that models how prospects move through each stage of a sales pipeline — from first touch through closed-won — and lets you work backwards from a revenue target to figure out the volume you need at the top. You set conversion rates per stage; the calculator does the multiplication and division both directions, so editing any stage updates the rest.
There is no single right answer — benchmarks vary by industry, channel, and deal size. Common ranges: B2B SaaS website visitor to demo 2–5%, demo to closed-won 15–25%. E-commerce visitor to checkout 2–3%, checkout to purchase 65–75%. Recruiting application to phone screen 25–40%, onsite to offer 40–60%. Use these as starting anchors and refine with your own data over a few months.
Between 4 and 7 is the practical sweet spot. Fewer than 4 hides the actual drop-off; more than 7 invites over-modeling stages you can't reliably measure. Start with the discrete handoffs you already track in your CRM or ATS, and only add a stage if you have honest data for the conversion rate into and out of it.
They are often used interchangeably but mean slightly different things. A sales funnel describes the population-level shape — many prospects at the top narrowing to few at the bottom — and the conversion rates between stages. A sales pipeline describes the specific set of deals currently in progress, weighted by stage probability. The funnel is the model; the pipeline is the inventory.
Yes. Every funnel — preset or custom — has a share button that generates a link your team can open without an account. Free links use a self-contained URL fragment that works forever as long as you keep the URL. Pro links are short URLs (conversion-funnel.ai/s/abc123) that persist with no character cap.
Custom funnels you create save to your browser's localStorage automatically — they survive page reloads and are private to your device. Pro users can opt into cloud save, which syncs custom funnels across devices via your account. Nothing is uploaded by default; preset funnels never transmit any data.
Yes. The calculator, all 8 presets (Recruiting, Sales, SaaS, E-commerce, Marketing, Fundraising, Support, Product Adoption), JSON export, and shareable links are free with no signup. Pro at five dollars per month adds the AI assistant, cloud save, short share links, PNG/PDF export, Google Drive integration, and a small handful of other quality-of-life features.
Compare your stage-by-stage conversion rates to industry benchmarks for your category. The stage with the largest gap below its benchmark is your bottleneck. The other diagnostic is volatility: a stage whose rate swings month-to-month points to a process or qualification issue more than a stage that's consistently low — consistent means it's just the nature of the work; volatile means something is broken.