Maybe you get X visitors with Y people clicking on the sign-up button, and then this many people see the form, and then this many people complete the form.
Bilotti: Measure the funnel and then zero-in on where the biggest drop off in the funnel is. Maybe you get X visitors with Y people clicking on the sign-up button, and then this many people see the form, and then this many people complete the form. You have to map all that out, and then once you map it out, you find the biggest drop-off and try to understand why those people are dropping off.