Free tool · 5 minutes · Customer Journey Leakage Map
Where is customer intent being lost, and what is it worth?
Buying more traffic is usually the most expensive way to fix a conversion problem. This module maps your journey stage by stage using your own volumes and margin, then values a modest improvement at each step against simply buying more volume.
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Your numbers
Estimates are fine. Everything is calculated from what you enter here, and nothing is stored unless you request a report.
What this gives you
- A stage-by-stage view of how much intent carries through and how much is lost
- Gross profit per order or per win, from your own margin
- A modelled annual value for a two percentage-point improvement at each step
- The same comparison for buying ten per cent more volume instead
- Diagnostic questions about why the leakage may exist
How the read is built
- You supply stage volumes or rates, average order or deal value and gross margin. Pass-through rates, drop-off volumes and gross profit are calculated directly from those inputs.
- Scenario values assume a two percentage-point improvement at one step with every later step unchanged. That is a scenario, not a forecast: nothing here implies moving a metric mechanically produces the modelled value.
- The traffic comparison deliberately excludes media cost, which makes it a generous comparison for buying volume — and usually still the weaker option.
What it cannot tell you
- The module cannot tell you why a stage leaks. It shows where value concentrates so the investigation starts in the right place.
- Scenario values are assumption-driven and stated as such next to every number.
- No benchmark rates are applied. If your figures are estimates, the outputs are estimates.
Journey — common questions
- Why two percentage points rather than a bigger improvement?
- Because it is the size of change a competent team can usually defend. Larger numbers make better slides and worse decisions.
- Can I use this for a B2B pipeline?
- Yes. Choose B2B lead generation and the stages become visits, enquiries, qualified leads, opportunities and wins, valued on first-year deal gross profit.
- Does it account for returns?
- If you supply a returns rate, gross profit per order is adjusted for it. If not, the module says so rather than assuming zero returns is safe.
After your read
Where this usually goes next
Three specific places, depending on whether you want the thinking, the evidence or the examined version of this reading.
Read the thinking
Conversion and journey
The essays and analysis behind the questions this module asks.
See it in practice
The channel that looked free
Health & supplements · £8m–£12m online revenue — what this reading looked like inside a real engagement.
Have it examined properly
The Growth Diagnostic
The diagnostic finds why a stage leaks — proposition, range, friction or measurement — and values the fix against every other constraint in the system.
Growth Profile
Other modules that read the same system differently
Each one stands alone. Most people do one or two, then talk to us.
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Demand
How dependent is growth on paid or concentrated demand?
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Customer value
What is repeat and retention actually worth?
4 minutes
Incrementality
How much confidence should you place in reported channel return?
3 minutes
Capability
Is the constraint actually organisational?
Flagship · 10 minutes
Growth Economics
Where is the biggest economic lever in the business?