01
Where do people actually drop out?
At every step, and most heavily at the first. Watching, then tapping the profile, then tapping the link, then completing a form. Each transition loses the large majority of whoever reached it, which is why total signups from a clip with a hundred thousand views can be counted in single figures.
02
Where the funnel loses people
Total signups from a clip with a hundred thousand views can be single figures, and that is ordinary rather than a failure.
| Step | Reaches the next | Biggest lever |
|---|---|---|
| Shown the clip | A minority watch it | The opening |
| Watched it | A small fraction tap the profile | Being worth following |
| On the profile | A fraction tap the link | One link that matches the clip |
| On the page | A fraction complete anything | A page about the same thing |
| Any step removed | Everyone who would have dropped there | Removing a step beats tuning one |
03
Making the profile do its job
The profile is the first stop after a viewer decides they want more. The name, the short description and the link should agree with the clip that brought them there. If the clip was about budgeting and the profile talks about travel, many people will assume they are in the wrong place and leave.
Put one clear next step in the description, written as a benefit: get the weekly budget sheet, not click the link. A single obvious action converts better than several competing ones.
04
Designing the landing page for phones
Nearly everyone arriving from a short clip is on a phone. The page should load quickly, show the offer in the first screen without scrolling, and ask for as little as possible. An email address alone converts far better than a form with name, company and phone number.
Match the words on the page to what was said in the clip. A visitor who heard free checklist and lands on a page headed Join our newsletter feels a small mismatch, and small mismatches add up to a lot of lost signups.
05
Giving viewers a reason to act now
A specific, useful thing offered in exchange for signing up gives viewers a reason to take the extra taps. A template, a short guide or early access to something relevant to the clip works better than a general invitation to stay in touch.
Mention it at the end of the clip, once, after delivering value. Viewers who watched to the end already trust you a little, and that is the moment the offer has the best chance.
06
Measuring each step separately
Use a distinct link for each platform, and ideally for each campaign, so your analytics show where visitors came from. Then look at the rate at each step: profile visits per view, link taps per profile visit, signups per page visit. The weakest ratio is where to focus.
Improve one step at a time and give each change a couple of weeks before judging it. Changing the clip, the profile and the page all at once makes it impossible to know which change worked.
07
Remove a step rather than tune one
- Reduce the number of steps. Each one you remove is worth more than optimising the ones that remain.
- Match the destination to the clip. A generic landing page discards the interest the clip created.
- Measure each step separately. A single conversion figure hides which one is broken.
Make a clip and match its destination.
Questions people ask
- Is a low rate normal?
- Very. The journey from a feed to a form is long by construction, and single figure percentages at each step are ordinary.
- What improves it most?
- Matching the landing page to the specific clip. Generic destinations lose most of what the clip built.
- Should I ask for the signup in the clip?
- One clear ask outperforms none and outperforms several. Where in the clip matters less than whether it is specific.
- Is email or follow better?
- A follow is cheaper for the viewer and worth less. An email is worth more and asked for too early loses them.
- How do I know which step fails?
- Tagged links plus your own signup analytics. Without both, the funnel is invisible.