[0] Overall Conversion Rate Why does the conversion rate differ between reports? [Goal Flow] The conversion rate for the Goal Flow report is calculated the same way as for other Google Analytics reports; it is the number of sessions that completed the goal divided by the total number of sessions to the site. [Funnel Visualization] 
The conversion rate for the Funnel Visualization report is the number of sessions that completed the goal divided by the number of sessions that entered the funnel. The number of sessions that entered the funnel may be smaller than the total number of sessions to the site. You may calculate the total number of sessions that entered the funnel by summing the bolded numbers to the left of each step. Remember, if the first step is required, this will also affect how many users enter and complete the goal in the funnel visualization report.