Marketing funnel vs sales funnel vs conversion funnel
These three terms describe overlapping views of the same customer journey and are often used interchangeably, but they cover different slices. The marketing funnel is the broadest — awareness, interest, consideration, decision, purchase — and covers everything from a first ad impression to a closed customer. The sales funnel usually starts at the qualified-lead stage and ends at closed customer, so it maps onto the last two or three stages of the marketing funnel. The conversion funnel is the on-site or on-ad slice — landing page through completed action — and is the piece analytics tools tend to visualise natively. This calculator's four-stage structure (visitors → leads → consults → customers) sits across all three lenses; use whichever label matches how your Singapore team already tracks it.
Why the lowest conversion rate isn't always the biggest leak
It's tempting to fix whichever stage has the worst-looking percentage, but a low rate at a low-volume stage can be worth far less than a smaller-looking drop at a high-volume one — the only way to know which stage actually deserves attention first is to convert each stage's improvement into real SGD, not just compare percentages. This calculator models a 20% relative improvement at each stage independently (holding the others constant), then shows what that specific fix is worth in extra customers per year at your actual average customer value — so the ranking reflects real leverage, not just which number looks worst on a dashboard.
The visitor→lead→consult→customer structure defaults to clinic-style labels because aesthetic and dental practices are a priority vertical for us, but the same four-stage logic works for any Singapore business with a lead-to-appointment-to-sale structure — just read the labels as your own stages. A low lead-to-consult rate almost always points to a speed-to-lead or qualification problem rather than a marketing problem, which is why that stage often turns out to be the highest-leverage fix even when the marketing team gets blamed for a "traffic" issue.
For the acquisition-side unit economics rather than funnel drop-off, see the Singapore customer acquisition cost calculator, and for the maximum you can profitably pay per lead, the Singapore cost per lead calculator. The Malaysia edition is at /tools/funnel-leak-calculator.