Conversion Funnel Backlog Template
Bring together data around potential pain-points and opportunity areas.
About the Conversion Funnel Backlog Template
Conversion funnel backlogs can help early or growth-stage product managers understand how to improve their conversion rate.
The conversion funnel backlog represents two sides of your product: the quantitative (numbers-based) data around drop-off rates and potential pain points in your funnel, and the qualitative (word-based) data such as the backlog of ideas and opportunity areas.
The funnel model allows your product team to focus on areas with visible drop-off rates. Once your team knows what stage has low conversions, you can focus on improving the numbers until a high-growth opportunity appears somewhere else in the funnel.
What is a conversion funnel backlog?
A conversion funnel backlog allows your team to visualize potential buyer flow and conversion pathways and turn them into paying customers. Your customers may visit your website via search engine results pages, content marketing, social media, paid advertising, or cold outreach. By analyzing each stage of the process, you can figure out what to do to improve the user flow.
There are typically five stages in the funnel backlog:
Acquisition: How do your customers find you?
Activation: How quickly can you get your customers to the “aha moment”?
Retention: How many customers are you retaining? Why are you losing other customers?
Referral: How can you turn your customers into advocates?
Revenue: How can you increase your product or service’s profitability?Each stage can be improved with new ideas, and by keeping track of (positive) conversion rates and (negative) drop-off rates.
When to use conversion funnel backlogs
You can develop conversion funnels for many different scenarios, including:
Registration and login funnels: what steps or dead ends in the process prevent users from signing up for your product or service?
Tutorial funnels: are users becoming confused, bored, or stalled by a performance issue (such as a need for more interactivity)?
In-app purchase funnels: why are your users abandoning your checkout screen?
Upgrade-to-pro funnels: what can you learn about users most engaged with your app, and their behavioral patterns?
Level completion funnels: for gamified apps or experiences, how can you balance easy and challenging skill level offerings with encouraging repeat users?
Search funnels: how long does your website take to deliver results or respond? What results are you failing to deliver (that could be used as content gap analysis data)?
Cancel subscription “winback” funnels: how can you use drop-offs to create conversions? How can re-engagement messaging or promotions lead to acquiring customers again?
How to use the conversion funnel backlog template
Get started by selecting the conversion funnel backlog template, then take the following steps to make one of your own.
1. Review each funnel stage and plot out conversion rates
Review the conversion rate data from your analytics dashboard and update the in-between funnel conversion rate percentages. Focus your team’s energy (and ideas) on areas with the lowest rates (for example, revenue or referral).
2. Brainstorm as a team
Ask your team to brainstorm ideas, prioritizing low-conversion areas, then adding activities to maintain high-conversion areas. Use sticky notes to jot down ideas and place them on the funnel.
3. Prioritize ideas
Start by prioritizing 1-2 ideas that are actionable. Ask everyone to vote on which ideas to prioritize in the lowest conversion areas. Once there’s a clear winning idea (or two), assign team members responsibility to make it happen.
3. Review regularly
Review your conversion funnel backlog regularly. After testing or implementation periods end, collect the results and data to keep this conversion funnel updated. You can decide if other funnel stages need urgent attention, as drop-off rates shift higher or lower down the funnel. Make sure to tie your results back to a bigger impact, too. Link these conversion funnel ideas back to strategic planning documents to always keep it top-of-mind.
Get started with this template right now.
Product Ops Canvas
Works best for:
Product Management, Planning
The Product Ops Canvas template helps product managers align product strategies with operational capabilities. By mapping out key operational processes, tools, and metrics, this template fosters alignment between product and operational teams. With sections for identifying bottlenecks and optimizing workflows, it supports continuous improvement in product operations. This template serves as a guide for driving efficiency and scalability in product management processes, enabling teams to deliver high-quality products at scale.
Agile Product Roadmap
Works best for:
Roadmap, Planning, Mapping
The Agile Product Roadmap template enables teams to visualize and communicate the strategic direction of their product development in an agile environment. It allows for flexibility and adaptation to changing requirements while providing a clear overview of priorities and timelines. By incorporating feedback loops and iterative planning, teams can ensure alignment with stakeholder expectations and deliver value incrementally.
ERD Supply Chain Management System Template
Works best for:
ERD
The ERD Supply Chain Management System Template streamlines and optimizes supply chain operations. It serves as a visual support that helps businesses understand and manage the complex relationships between different entities within their supply chain, such as suppliers, products, inventory, orders, and shipments. By providing a clear visualization of these relationships, the template enables users to identify inefficiencies and areas for improvement, facilitating strategic decision-making.
Annual Calendar Template
Works best for:
Business Management, Strategic Planning, Project Planning
Plenty of calendars help you focus on the day-to-day deadlines. With this one, it’s all about the big picture. Borrowing from the grid structure of 12-month wall calendars, this template shows you your projects, commitments, and goals one full year at a time. So you and your team can prepare to hunker down during busy periods, move things around as needed, and celebrate your progress. And getting started is so easy—just name your calendar’s color-coded streams and drag stickies onto the start date.
Data Org Chart
Works best for:
Org Charts, Operations, Mapping
The Data Org Chart template provides a visual representation of data-related roles and relationships within an organization. By mapping out data management responsibilities and dependencies, teams can enhance data governance and improve collaboration. With features for customizing data roles and connections, this template empowers teams to optimize data processes and ensure data integrity and compliance.
Goals-based Roadmap
Works best for:
Roadmap, Planning, Mapping
The Goals-based Roadmap template enables teams to set clear objectives and chart a course for achieving them. By defining specific goals and milestones, teams can track progress and adapt their strategies accordingly. This template fosters accountability and transparency, ensuring that everyone is working towards common objectives. With a focus on outcomes, teams can prioritize initiatives that drive the greatest impact and value.