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AnalyticsProduct4 min read
Reverse-engineering your own funnel
Most teams look at funnels top-down: how many visit, how many sign up, how many convert. The interesting story is told reading them backwards.
Funnels read top-down show you the leaks. Funnels read bottom-up show you what the people who succeeded had in common — which is much more actionable.
The successful path is the strategy
Take the 5% who converted and reach the success moment. Trace their actual paths backwards. What did they do that the other 95% didn't? Which page, which feature, which message preceded conversion most often?
Build for the reverse path
Once you know the path that works, the question stops being "how do we plug leaks" and becomes "how do we put more people on the path that already worked." That reframe alone changes the next quarter's roadmap.
Look at the people who succeeded. The story they tell is the strategy.