Marketing funnel slide with four steps from visit to paid

What is on the slide

Headline

TIDEWATER TUTORING above Term 2 Funnel.

Step one

Visits, 41,200.

Step two

Sign ups, 7.7% of visits, 3,180.

Step three

Trials, 29.6% of sign ups, 940.

Step four

Paid, 22.6% of trials, 212.

Shape

Four bars narrowing left and right, each a stronger shade than the one above it, on a dark canvas.

When this is the right slide

The staircase suits a funnel whose stages are already agreed and whose numbers only need to be compared, with no room needed for stage descriptions.

What to swap it for

Grouping: Funnel + Conversion Rail. Swap to the funnel with a conversion rail when each stage needs a sentence explaining what happens in it, not just a count and a rate.

What this slide shows

The canvas carries a small uppercase eyebrow, a two word headline and four narrowing bars, centred, on the dark colour mode this layout defaults to. Each bar has its label on the left and its volume on the right, with the bar itself acting as the connection between them. The labels are Visits, Sign ups 7.7% of visits, Trials 29.6% of sign ups and Paid 22.6% of trials, and the volumes are 41,200, 3,180, 940 and 212. The bars shrink in width and deepen in colour as they descend, so the shape reads as a funnel even in a thumbnail. There is no chart axis, because the bar widths are part of the layout rather than a measurement, and there is no commentary column. Anything a presenter wants to add about a particular step goes in the speaker notes, which are stored per slide and never rendered on the canvas.

Who this slide is for and when to use it

Marketing reviews, board updates and any meeting where the question is where the pipeline leaks. It assumes the audience already agrees on what each stage means, which is why the slide spends no space defining a trial. That assumption is also its limit. In a business where sales and marketing argue about when a lead becomes qualified, a funnel slide with no definitions turns into a definitions meeting. The other limit is time. This is one period, term two, and a funnel with no comparison cannot show whether 7.7% is good. If the point is improvement rather than structure, put the same four rates next to last term in a small table and keep the funnel for the slide that introduces the model.

How to adapt it

First, decide whether the percentages are step to step or top of funnel, and write the choice into the labels as this slide does. Mixing the two in one funnel is the quickest way to lose a room. Second, replace volumes with dollars when the audience is commercial rather than operational. The same four steps carrying pipeline value rather than counts turn a marketing slide into a revenue slide without changing the layout. Third, add the time window to the headline when the stages have different lags. A visit converts in a day and a trial in three weeks, so a funnel measured over a single term will always understate the last step. Naming the period in the headline, or giving the trial step its own cohort note in the speaker notes, keeps that honest. If any stage needs a sentence of explanation, move to the funnel layout with a conversion rail, which gives each stage a description field beside the shape.

What makes this slide work

Questions people ask

Other slide examples