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Add metrics to your funnel

This is where Wireslate goes beyond drawing. Add real numbers to your steps and connections, and the whole funnel calculates itself: people, conversions, revenue, costs, and net profit, all the way downstream.

People#

People is the number of visitors, leads, or customers reaching a step.

  • On a traffic source (or any step with nothing connected before it), type the number of people it brings in
  • On every connected step, People is calculated automatically from the steps before it and the conversion rates in between

When several paths merge into one step, their people are added together.

Conversion rates#

Click a connection between two steps to set its conversion rate, the percentage of people who move from one step to the next. For example, a landing page connected to a checkout with a 25% conversion rate turns 10,000 visitors into 2,500 checkout visits.

Costs#

Each step can carry one or more cost lines. Click a step to add or edit them:

  • Per person costs multiply by the people passing through, for example Cost per Click on a paid traffic source
  • Total costs are flat amounts, for example a monthly software bill on a Cost component

Revenue#

Revenue lines work the same way. A Purchase step usually has a revenue line with the price of your product. Each revenue line has its own conversion rate, so you can model things like "20% of buyers take the order bump" on a single step.

What Wireslate calculates for you#

As you type, every step updates with computed values:

  • People reaching each step
  • Conversions and average order value (AOV) where revenue happens
  • Cost, revenue, and net per step and cumulatively down the funnel

The totals land in the Funnel Summary at the bottom of the canvas.

Modeling the messy parts#

  • Use Refund and Cancellation / Churn actions to subtract money realistically
  • Use Cost components (Employee, Software, and so on) for overhead that isn't tied to a funnel step
  • Not sure about a number? Make your best guess, then use scenarios to test a range

Tips#