Skip to content

Conversions Documentation

Menu Location: Customers > Reports > Conversions

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The Conversions page tracks customer progression through your signup funnel, showing how many people start the signup process at each step and how many successfully complete it to become paying customers. This report helps you identify where potential customers drop off, optimize your signup flow, calculate conversion rates, and improve customer acquisition efficiency.

Primary Functions:

  • Track signup funnel progression (Step 1 → Step 2 → Checkout → Complete)
  • Calculate conversion rates at each step
  • Identify drop-off points in signup process
  • Monitor funnel performance over time
  • Compare conversion rates across time periods
  • Optimize signup flow based on data

Page Layout

Header Section

  • Date Range Filter - Select time period for analysis
  • Funnel View Toggle - Table view vs. visual funnel
  • Export Button - Download conversion data
  • Comparison Mode - Compare multiple time periods

Main Content Area

Funnel visualization showing:

  • Step 1 Started - Began signup process
  • Step 2 Reached - Completed Step 1, moved to Step 2
  • Checkout Reached - Entered checkout process
  • Checkout Completed - Successfully became paying customer

For each step:

  • Count of users
  • Percentage of previous step
  • Overall conversion rate from Step 1
  • Drop-off count and percentage

Understanding the Signup Funnel

Typical Signup Flow

Step 1: Account Creation

  • Customer enters email, creates account
  • Selects delivery area/zip code
  • Chooses initial preferences
  • Goal: Capture interest, qualify delivery area

Step 2: Subscription Configuration

  • Select box type and size
  • Choose delivery schedule
  • Customize initial preferences
  • Goal: Configure subscription details

Step 3: Checkout

  • Enter payment information
  • Confirm delivery address
  • Review order and pricing
  • Goal: Collect payment, finalize details

Step 4: Complete

  • Subscription activated
  • First order scheduled
  • Confirmation sent
  • Goal: Customer becomes active subscriber

Conversion Metrics

Key Funnel Metrics

Step 1 to Step 2 Conversion:

  • Formula: (Step 2 Reached / Step 1 Started) × 100
  • Benchmark: 60-75%
  • Measures: Initial engagement quality

Step 2 to Checkout Conversion:

  • Formula: (Checkout Reached / Step 2 Reached) × 100
  • Benchmark: 70-85%
  • Measures: Subscription configuration ease

Checkout to Complete Conversion:

  • Formula: (Checkout Complete / Checkout Reached) × 100
  • Benchmark: 75-90%
  • Measures: Payment friction, final hesitation

Overall Conversion Rate:

  • Formula: (Checkout Complete / Step 1 Started) × 100
  • Benchmark: 35-55%
  • Measures: End-to-end funnel efficiency

Common Drop-Off Points

Step 1 to Step 2 Drop-Off (40% typical)

Common Reasons:

  • Browsing, not ready to commit
  • Out of delivery area
  • Sticker shock (pricing displayed)
  • Complex or confusing Step 1
  • Distractions, interrupted process

Optimization Tactics:

  • Simplify Step 1 (fewer fields)
  • Delay pricing reveal
  • Save progress automatically
  • Send email to abandoned signups
  • A/B test Step 1 design

Step 2 to Checkout Drop-Off (20% typical)

Common Reasons:

  • Decision paralysis (too many options)
  • Unclear pricing or delivery schedule
  • Technical issues
  • Changed mind about subscription
  • Wanted to compare with competitors

Optimization Tactics:

  • Reduce options (3 boxes max, not 10)
  • Clear pricing display
  • Prominent "Best Value" recommendation
  • Progress indicators
  • Save and return option

Checkout Drop-Off (15% typical)

Common Reasons:

  • Payment declined
  • Security concerns
  • Unexpected fees (shipping, taxes)
  • Changed mind at last second
  • Form errors or technical issues

Optimization Tactics:

  • Trust badges (secure payment icons)
  • Clear fee disclosure upfront
  • Guest checkout option
  • Simplify payment form
  • Payment alternatives (PayPal, etc.)

Common Use Cases

Use Case 1: Weekly Funnel Review

Goal: Monitor signup performance and identify issues quickly

Steps:

  1. Filter: "Last 7 Days"
  2. Review each step:
    • Step 1: 200 started
    • Step 2: 130 reached (65% conversion) ✓ Normal
    • Checkout: 95 reached (73% conversion) ✓ Normal
    • Complete: 65 completed (68% conversion) ⚠️ Below benchmark
  3. Identify anomaly: Checkout completion down from 80% to 68%
  4. Investigate:
    • Check for technical errors
    • Review recent pricing/fee changes
    • Look for payment processing issues
    • Test checkout flow yourself
  5. Fix issue and monitor recovery

Frequency: Every Monday morning

Use Case 2: A/B Test Funnel Improvement

Goal: Test new signup flow vs. current flow

Steps:

  1. Implement new Step 1 design (50% of traffic)
  2. Run test for 2 weeks
  3. Compare conversion rates:
    • Control (old design): 60% Step 1→2 conversion
    • Variant (new design): 72% Step 1→2 conversion
  4. Calculate impact:
    • 100 signups → 60 to Step 2 (control)
    • 100 signups → 72 to Step 2 (variant)
    • 20% improvement
  5. Implement winning variation for 100% of traffic

Test Ideas:

  • Fewer form fields in Step 1
  • Different pricing display timing
  • Progress bar vs. step indicators
  • Single-page vs. multi-step checkout

Use Case 3: Abandoned Signup Recovery

Goal: Bring back people who started but didn't complete

Steps:

  1. Export users who reached Step 2 but didn't complete (last 7 days)
  2. Segment by how far they got:
    • Stopped at Step 2: 40 people
    • Stopped at Checkout: 15 people
  3. Send targeted emails:
    • Step 2 abandoners: "Complete your signup - here's 10% off"
    • Checkout abandoners: "You're so close! Finish in 2 minutes"
  4. Track completion rate:
    • 15-25% of emailed users typically complete
  5. Calculate ROI of recovery campaign

Best Practice: Send within 24 hours of abandonment

Use Case 4: Month-over-Month Funnel Analysis

Goal: Track funnel trends and seasonal patterns

Steps:

  1. Compare This Month vs. Last Month:
    • January: 40% overall conversion (500 started, 200 completed)
    • February: 35% overall conversion (600 started, 210 completed)
  2. Analyze:
    • More top-of-funnel traffic (500 → 600) ✓
    • Lower conversion rate (40% → 35%) ⚠️
    • Similar absolute completions (200 → 210)
  3. Hypothesis: Marketing brought lower-quality traffic in February
  4. Action: Refine targeting, improve qualification in Step 1

Use Case 5: Calculate Customer Acquisition Cost Impact

Goal: Understand how funnel affects CAC

Steps:

  1. Calculate current funnel efficiency:
    • 1,000 people start signup
    • 400 complete (40% conversion)
    • Marketing cost: $10,000
    • CAC: $10,000 / 400 = $25
  2. Project improved funnel:
    • Improve conversion to 50%
    • Same 1,000 people start
    • 500 complete
    • Same $10,000 cost
    • New CAC: $10,000 / 500 = $20
  3. Impact: 20% reduction in CAC from funnel optimization
  4. ROI: Lower CAC improves profitability significantly

Funnel Optimization Strategies

Step 1 Optimization

Reduce Friction:

  • Minimum required fields only
  • Delay account creation
  • Social signup (Facebook, Google)
  • Pre-fill address data (Google autocomplete)

Increase Motivation:

  • Show popular products
  • Display customer testimonials
  • Limited-time offer messaging
  • Free trial or discount upfront

Qualify Quickly:

  • Zip code check first (in delivery area?)
  • Set expectations (pricing range, commitment)
  • Be upfront about requirements

Step 2 Optimization

Simplify Choices:

  • 3 box options, not 10
  • Recommend "Most Popular" option
  • Smart defaults (best-selling size)
  • Hide advanced options initially

Visualize Value:

  • Show what's included
  • Display sample box contents
  • Calculate savings vs. grocery store
  • Monthly cost breakdown

Build Confidence:

  • Highlight flexibility ("Skip or cancel anytime")
  • Social proof (5,000 happy customers)
  • Satisfaction guarantee
  • FAQ addressing concerns

Checkout Optimization

Remove Surprises:

  • Show total cost early
  • Explain all fees clearly
  • No hidden charges
  • Confirm final price

Reduce Anxiety:

  • Trust badges (SSL, payment icons)
  • Money-back guarantee
  • Clear cancellation policy
  • Contact info if questions

Simplify Process:

  • Single-page checkout if possible
  • Guest checkout option
  • Save payment securely for future
  • Minimal required fields

Advanced Funnel Analysis

Cohort Analysis

Track conversion by signup source:

Source Step 1 Complete Conversion
Google Ads 500 250 50% ✓
Facebook 400 140 35%
Email Campaign 200 100 50% ✓
Referral 150 90 60% ✓✓

Insight: Referrals convert best. Facebook underperforms. Adjust ad spend accordingly.

Device Analysis

Compare mobile vs. desktop:

Device Step 1 Complete Conversion
Desktop 600 300 50%
Mobile 400 120 30%

Insight: Mobile conversion significantly lower. Optimize mobile signup flow.

Time-Based Patterns

Track conversion by day/time:

  • Weekday signups: 45% conversion
  • Weekend signups: 35% conversion
  • Morning signups: 50% conversion
  • Evening signups: 40% conversion

Insight: Quality varies by timing. Adjust ad scheduling for high-converting times.

Troubleshooting

Sudden Conversion Drop

Symptoms:

  • Overall conversion rate drops significantly (e.g., 45% → 30%)

Immediate Actions:

  1. Test signup flow yourself - does it work?
  2. Check for technical errors (browser console)
  3. Review recent code deployments
  4. Check payment processor status
  5. Look for form validation errors

Common Causes:

  • Technical bug introduced
  • Payment processor down
  • Third-party script broken
  • Browser compatibility issue

Solution: Rollback recent changes, fix bugs, restore conversion rate

High Step 1 Traffic, Low Completion

Symptoms:

  • Lots of people starting, very few finishing

Analysis:

  • Review traffic source quality
  • Check for bot traffic
  • Verify targeting isn't too broad
  • Test if pricing is competitive

Solutions:

  • Improve traffic targeting
  • Add qualification questions earlier
  • Consider pricing adjustments
  • Implement bot protection

Checkout Abandonment Spike

Symptoms:

  • More people reaching checkout but not completing

Check:

  1. Were fees or pricing changed?
  2. Is payment processing working?
  3. Did checkout form change?
  4. Are error messages clear?

Solutions:

  • Revert pricing changes if too high
  • Fix payment processing issues
  • Simplify checkout form
  • Improve error messaging
  • Missed Signups (missed-signups.php) - Abandoned signups with email addresses
  • New Signups (admin-rejoins.php?new=1) - Successfully completed signups
  • Customers (customers.php) - All customer management
  • Google Analytics - External: Detailed funnel and behavior flow analysis

Typical Workflow:

  1. Review Conversions page for funnel health
  2. Identify drop-off issues
  3. Test and optimize problem areas
  4. Check Missed Signups for recovery opportunities
  5. Monitor improvements over time

Permissions & Access

Required Access Level: Manager or higher

Access Level Capabilities:

  • Manager: View conversion data, basic funnel analysis
  • Administrator: All manager capabilities + funnel configuration, A/B testing
  • Kiva Admin: All features + technical debugging, advanced analytics

Best Practices

Funnel Monitoring

  1. Review weekly - Catch issues early
  2. Set benchmarks - Know your normal conversion rates
  3. Track trends - Month-over-month, seasonal patterns
  4. Segment analysis - By source, device, time
  5. Alert on anomalies - Automated notifications for drops

Optimization Process

  1. Test one change at a time - Isolate what works
  2. Use data, not opinions - A/B test before full rollout
  3. Measure everything - Track impact of each change
  4. Iterate continuously - Always room for improvement
  5. Focus on biggest drop-off - Optimize highest-impact areas first

Experimentation

  1. Form simplification - Fewer fields = higher conversion
  2. Social proof - Testimonials boost confidence
  3. Visual improvements - Better design increases completion
  4. Progress indicators - Shows users how close they are
  5. Exit-intent offers - Last-chance discount to prevent abandonment

Things to Avoid

  • Making multiple changes simultaneously (can't attribute results)
  • Ignoring mobile experience (often 40%+ of traffic)
  • Complex signup requiring too much information
  • Surprising users with unexpected fees at checkout
  • Not testing recovery emails for abandoned signups

Quick Reference Card

Task Action/Location
View current funnel Default Conversions page
Check weekly performance Filter: "Last 7 Days"
Compare periods Use comparison mode
Calculate overall conversion Complete / Step 1 Started
Find biggest drop-off Review step-to-step percentages
Export funnel data Click Export button
Track abandoned signups Go to Missed Signups page
Test signup flow Complete signup yourself regularly

FAQs

What's a good overall signup conversion rate?

35-55% (Step 1 started to checkout completed) is good for subscription businesses. Below 30% needs improvement. Above 55% is excellent.

Where do most people drop off?

Typically Step 1 to Step 2 (30-40% drop-off). These are browsers not ready to commit. Focus on Step 2→Checkout and Checkout→Complete drop-offs for biggest ROI.

How often should I review this report?

Weekly at minimum. Daily if running active optimization campaigns or after making changes to signup flow.

Should I send emails to people who abandoned signup?

Yes! 15-25% of abandoned signups complete when reminded. Send within 24 hours with simple "complete your signup" message.

What if my mobile conversion is much lower than desktop?

Common issue. Mobile signup is harder (smaller screen, more distractions). Simplify mobile flow, reduce fields, optimize forms for touch, test on actual devices.

Can I see individual user drop-off reasons?

Not typically in this report. Use Google Analytics Event Tracking or similar for individual user behavior. This report shows aggregate trends.

How do I know if a conversion rate change is significant or just noise?

Need adequate sample size. Changes < 5% with small samples (< 100) often just variance. Changes > 10% or consistent trends over time are meaningful.

Should I optimize for more traffic or better conversion?

Both matter, but conversion often has bigger ROI. Doubling traffic costs money. Improving conversion from 40% to 50% is often free (better design/copy).

What if my funnel has more than 4 steps?

More steps = more drop-off points. Consider combining steps. Each additional step typically reduces conversion by 10-20%.

Change Log

2026-03-01

  • Initial documentation created
  • Marked as experimental feature
  • All sections completed per template requirements
  • Included optimization strategies by step

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.