# Funnel drop-off calculator

See where users leave a funnel, and what recovering part of the biggest drop would be worth.

## How it works

Each step’s drop-off is the share of users who didn’t reach the next one. Recovered users then convert at the same rate as those who stayed.

```
recovered value = lost users × share recovered × later conversion × value
```

## Questions

### Which step should I fix first?

The one losing the most users, unless a later step loses fewer people who are each worth more.

### Why do users drop at checkout?

Errors, slow pages, surprise costs and long forms are the common causes. Traces show which.

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