Read a Conversion Report¶

A finished Conversion Report tells you where one page on your site loses shoppers. It shows the funnel Squoosh discovered, the single step that leaks the most, how the leak breaks down by shopping style and device, ranked fixes to act on, and quotes from the shoppers who left. A Conversion Report has no second version, no winner, and no lift or confidence. It is a single-page diagnostic, not a comparison.

To open a report, click Conversion Reports in the sidebar and select it from the list.

The headline¶

The top of the report names the worst leak in the funnel: Your funnel leaks most at {step}. Below it, a sentence tells you where the biggest break falls.

Three stats sit beside the headline:

• {X}% drop · {step A} → {step B} is the share of shoppers lost at the single largest break.
• {Y}% reached {last step} is the share of shoppers who made it to the end of the funnel.
• {N} completed is the count of shoppers who finished the funnel.

Use the headline to find the fix with the most upside. The rest of the report shows you why shoppers left there.

The funnel¶

The funnel step by step lays out the funnel Squoosh discovered on the page — for example product, add to cart, checkout, confirmation. Each step is a bar showing the count and share of shoppers who reached it. Between any two steps, the report shows the drop as −{N} ({P}%). The single largest consecutive drop is tagged Biggest leak, the step pair named in the headline.

Squoosh discovers the funnel by crawling the page, so the steps and their names come from your site, not a fixed template. The report shows a funnel only when the crawl finds at least two steps.

Leak by segment¶

Leak by segment shows how the leak pattern differs across three views, each on its own tab:

• Shopping style — how each archetype (Budget hunter, Deep researcher, Impulse buyer, Brand loyalist, Skeptic, Gift buyer) moved through the funnel.
• Device — how the leak compares across device types in the panel.
• Traffic source — how it varies by the source each shopper represented.

Use this section to find whether the leak is broad or concentrated in one segment. A leak that hits every archetype equally needs a different fix than one that only affects a specific style.

Who dropped and why¶

Who dropped and why is a per-shopper ledger: each row names the shopper, shows the step they left at, and gives a one-line reason why they stopped. Click Watch on any row to replay that shopper's session and see the friction first-hand.

These rows use only shoppers who completed enough of the funnel to produce a genuine read — a shopper whose browser session failed is not shown here.

What to fix first¶

What to fix first ranks the issues shoppers hit, ordered by impact. Each fix identifies what broke, where on the page it happened, and how many shoppers it affected. An impact-versus-effort view lets you see which fixes have the most upside relative to the work they'd take.

If shoppers walked the funnel without a hard break, this section reads No blocking issues surfaced.

Clustered verbatims¶

Clustered verbatims groups shopper quotes by the step where each shopper stalled. Read them to understand why a step leaks, not only how much. Each quote names the shopper it came from. If no quotes were captured, the section says so.

Run-over-run trend¶

Run-over-run trend shows how the biggest-leak percentage has changed across prior reports on the same page (oldest to newest). Use it to track whether a change you made improved the funnel, held steady, or made it worse.

The trend shows only completed reports on the same page. A brand-new page will show a single data point until you re-run.

Watch a shopper's session¶

The Watch action on any shopper row or issue replays that shopper moving through the page, so you can see the friction first-hand. For how replays work and how to scrub through a session, see Watch shoppers.

What to do next¶

The report gives you two actions:

When no funnel is found¶

If the crawl does not find a multi-step funnel on the page, there is no leak report to show, and the report says so. This usually means the page is a single step toward conversion rather than a multi-step flow. Point the report at a page that begins a funnel, such as a product page or the first step of checkout.