Dropoff from stage to stage in a funnel is inevitable – but it’s challenging to determine where your biggest opportunities for improvement lay. We use a 3 step process to help is figure out where to start improving conversion without changing your top of funnel:

‍

Analyze what percentage of your dropoff comes from disqualified vs. unmotivated candidates.

This will help you to determine where you can have the largest impact. It’s not possible to change a candidate’s ability to qualify, but it is possible to change their level of engagement. Parsing out dropoff reasons in these two categories will save you substantial time in figuring out where to focus.

‍

Example Drop Off Points:

• Meet role qualifications ❌
• Background check pass rate ❌
• Insurance documentation Upload ✅
• Basic Info Submit ✅

‍

Note: Insights on “disqualified” drop-off are often excellent feedback for improving your top-of-funnel efforts.

‍

Identify points of educational friction

Educational friction occurs when complexity, confusion, and errors cause qualified candidates to drop out of your funnel.

‍

Examples:

• Forms requiring detailed or technical information
• Long gaps in the funnel that leave individuals unsure on what to do next (or when)
• Components that involve uploading outside information

‍

Ways to decrease this friction:

• Automated / low touch communications to help inform of next steps (emails, SMS, notifications)
• Eliminate or streamline unnecessary stages of your funnel
• UI + UX improvements (add help text, error messages, progress bars, etc.)

‍

Identify points of motivational friction

Motivational friction occurs when the action required itself is challenging enough that candidates decide taking the next step is not worth it.

‍

Examples:

• Digging up information that may not be top of mind (or is too personal to share, like SSN)
• Taking physical/real world action (like driving to a brick and mortar location)
• Paywalls / points where financial investment is required

‍

Ways to decrease this friction:

• High touch outreach (one-to-one phone calls + texts)
• Increased incentive / benefits
• Lower investment for first time users (trial periods, freemium versions)

‍

Seeing a lot of friction in your funnel? Read more to see if adding an inside sales team could make sense for you.