Week of March 18, 2026 | 30-day funnel analysis + 7-day behavioral data
63% of signups never start their will (20 out of 32 users who signed up in the last 30 days).
Users are creating accounts but not moving forward. This suggests a disconnect between signup motivation and post-signup experience.
Only 37.5% of users who sign up actually start their will (12 out of 32).
This is the single biggest leak in the funnel. The onboarding experience immediately after signup is failing to convert intent into action.
Users who start their will have a clear path to payment — 25% of will-starters eventually subscribe (3 out of 12).
Once users engage with the product, conversion is solid. The problem is getting them to engage in the first place.
| Event | Count | Insight |
|---|---|---|
| Page views | 515 | Healthy traffic volume |
| Will steps completed | 44 | Users are making progress when they engage |
| Dead clicks | 36 | ⚠️ Users clicking non-interactive elements |
| Rage clicks | 19 | ⚠️ Frustration detected — elements not responding |
| User logged in | 12 | Return visits are happening |
| User signed up | 7 | 1 signup per day on average |
| Will completed | 7 | Strong completion rate for engaged users |
| Will started | 4 | 🚨 Only 4 will starts vs 7 signups this week |
55 friction events in the last 7 days (36 dead clicks + 19 rage clicks).
Users are trying to interact with elements that aren't working as expected. This creates frustration and increases abandonment risk.
| Source | Sessions | Users | Engagement |
|---|---|---|---|
| Paid Social | 116 | 116 | 44 engaged (37.9%) |
| Cross-network | 26 | 26 | 8 engaged (30.8%) |
| Direct | 17 | 11 | 10 engaged (58.8%) |
| Paid Search | 10 | 10 | 2 engaged (20.0%) |
| Organic Social | 10 | 9 | 5 engaged (50.0%) |
| Organic Search | 2 | 2 | 1 engaged (50.0%) |
Mobile bounce rate: 58% vs Desktop: 52% — but mobile represents 72% of traffic.
Tablet bounce rate: 91% — essentially unusable on tablets.
Most users are on mobile, but the experience is worse than desktop. This is costing conversions.
Only 1 click from organic search in 28 days ("easy will").
Despite impressions for high-intent queries like "make a will nsw," "making a will qld," and "digital will australia," zero clicks are happening.
Users are searching, Google is showing the site, but nobody is clicking through.
| Query | Impressions | Position | Intent |
|---|---|---|---|
| easy wills | 8 | 3.8 | Comparison shopping |
| make a will canberra | 7 | 91.1 | Local will service |
| making a will nsw | 7 | 43.4 | State-specific guidance |
| make a will qld | 5 | 58.8 | State-specific service |
| legal will south australia | 4 | 50.3 | Legal validity concern |
| making a will in australia | 4 | 80.5 | General information |
| digital will australia | 3 | 50.3 | Online will service |
| how to make a will in queensland | 3 | 60.0 | State guidance |
63% of signups never start their will.
Action: Implement immediate post-signup email drip (Day 0: Welcome + "Start your will now" CTA, Day 1: "Most people finish in 10 minutes", Day 3: "Need help getting started?"). Add dashboard prompt: "You're 3 steps away from completing your will."
58% mobile bounce, 91% tablet bounce — but 72% of traffic is mobile.
Action: QA the full mobile flow on iPhone and iPad this week. Fix form input issues, tap targets, and scrolling problems. Session recordings will show exactly where users get stuck.
Only 1 click in 28 days from organic search — title tags and meta descriptions aren't compelling.
Action: Rewrite metadata for pages ranking 10-90 with clear value props ("Create Your NSW Will Online in 10 Minutes – $99/year, Legally Valid"). Create state-specific landing pages to own local intent.