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Ten numbers on one page, reviewed monthly, that tell you whether customers are moving through the journey faster and in greater numbers, and whether you’re fixing the right stretch.
Most dashboards report revenue, orders and a repeat rate, and none tells you which stage is failing. The scorecard follows the journey, so a problem shows up where it starts, next to its owner’s name.
| Number | How to count it | Good direction | Warning sign |
|---|---|---|---|
| 1. Stage conversion | Share passing each main-line stage, newest closed cohort against the three before | Stable or rising at every stage | A drop at one stage two cohorts running |
| 2. Customers lost at the stall | Count lost at the stall stage, per monthly cohort | Falling | The stall moves and nobody notices |
| 3. Time in stage | Median and 75th-percentile days per stage, against target | 75th percentile inside target | A tail over 2× that nobody has split |
| 4. First use by day 30 | Share of delivered customers with the first-use signal | Rising | Falling after a product or packaging change |
| 5. Second order by day 120 | Share of the cohort, and the share bought on discount | Rising, with discount share flat | Rising only because discounts deepened |
| 6. Contacts per 100 orders | By reason and by stage | Falling | How-do-I contacts rising among customers without a first-use signal |
| 7. Repeat contacts | Second contact about the same order within seven days | Falling | Rising after a helpdesk or policy change |
| 8. Collision days | Share of new customers with a day of three or more marketing messages, or marketing next to a problem notice, in their first 30 days | Near zero | Any rise after a new tool or flow goes live |
| 9. Longest silence | Median longest gap with no useful touch in a new customer’s first 60 days | Shorter than the first-use target | Longer than the time to the median second order |
| 10. Fixes with holdouts | Live fixes, and the share of shipped fixes read against a holdout | Every fix | A fix rolled out on a before-and-after comparison |
Quarterly, add the share of the map that’s measured rather than inferred (chapter 8) and a check that every stage still has an owner.
The numbers affect one another. A cheaper carrier moves number 3 at the delivered stage and number 6 a week later. A new review request moves number 8 and, if it lands before first use, number 4. When one number moves, look one stage upstream before you look at the stage itself. The Noise Floor covers control limits for deciding when a monthly change is worth a meeting.
When a stage number moves, look one stage upstream first. The cause is usually where the customer was a week earlier.
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Written by Andrew Lauchner, a growth and retention operator for consumer brands. The paid work is one ninety-day Sprint.
This is one chapter of The Journey Map, which is free and readable in full on a single page with no form in front of it.