Read and compare Funnel data

This article will walk you through how to read the different funnel visualizations available, how to compare two separate funnels, and continue your analysis using segments and Session Replay so you can gain meaningful and deeper insights.

To visualize your results, you can switch between:

• A standard stepped funnel view (bar chart),
• A trended 'Over time' view (line chart).

Viewing data at session or user level (Pro and Enterprise plans). Customers on these plans have the additional option to switch between viewing data at the session level or user level. Click on the 'Session' or 'Users' buttons at the top right corner of the main funnel visualization.

The metric selection will be applied to all the funnel visualizations:

• Funnel steps,
• Funnel over time,
• Breakdown table.

Read more about the number of users metric in our metrics section.

How to read your Funnel

Funnel step details

The funnel step visualization lets you see the drop off and completion rates at each step of a user journey. The bar graph displays each step of the funnel that was previously defined and shows the amount and the percentage of sessions/users going to the next step.

The funnel conversion rate measures the percentage of sessions (or users if applicable) who entered the funnel and completed the final step. You can also see the average time taken to complete the entire funnel.

In the Funnel above, we see that the Homepage page serves as the initial step in the Funnel, with 100% of sessions reaching this page in the last 30 days. Among these sessions, 28% proceeded to the ‘Products’ page, taking 1 minute 10 seconds to do so.

See step dropoff details

Hover over each of the steps for more drop off insights.

Step metric definitions

Step drop off vs. site exit (Pro and Enterprise plans)

Available to customers on our Pro and Enterprise plans, for each step of your funnel you can differentiate between step drop offs and site exits, to quickly understand if your visitors are continuing their sessions on different pages, or are exiting your site.

To see the step drop offs, hover over the lighter shaded area. To find more information about the nature of the drop off by clicking on 'Step drop off details'.

In the box that opens, you will see a detailed breakdown of the number and the percentage of sessions/users that drop from the funnel, vs. the sessions that exit your site altogether (as below).

To further drill down and investigate the root cause for the lack of step completion, you can use one of the following shortcut options:

1. 'See in Session Replay';
2. or 'Create a segment' (Pro and Enterprise plans only).

How to use the breakdown table

The breakdown table, located just below the funnel, allows you to visualize your conversion data in a table format and quickly access relevant replays and create segments (Pro and Enterprise plans).

In the example above, the first row “Step 1 > 4” represents the entire funnel (all the available steps in the funnel). The second row “Step 1” represents the first step of the funnel, which will always display the conversion as 100% (reflecting the total number of sessions that entered the funnel e.g. 100% of 21 337 sessions entered the funnel).

About the table column data (from left to right):

How to create a segment from a Funnel

You can create a segment based on the flow of users going through a particular stage of the funnel. Example: users that navigated from the Product page to the Cart Detail page.

Create a segment from the stepped view

1. Display the Shortcuts menu options and hover over the funnel stage you are interested in.
2. Select 'Create a segment' option in the menu that opens.

3. Name the segment and click the option that suits your analysis needs. You can select to:

• • • ‘Quantify’ and get redirected to the ‘Impact’;
    • ‘Create’ the segment and save it to your list of existing segments;
    • ‘Create and Apply’ your segment. By choosing this option you can select the capability you want your segment to be applied to (Journey Analysis, Page Comparator, Zoning Analysis, Session Replay…).

Create a Segment from the Breakdown table

1. Go to the Breakdown table by scrolling down the screen.
2. Locate the funnel stage you are interested in, and click the segment icon to the right,

3. Select the 'Create a segment' option in the menu that opens.
4. Name the segment and click the option that suits your analysis needs (Quantify, Create or Create and Apply).
5. Once created, you can use the segment in all other Contentsquare features.

How to go to Session Replay

Session Replay can be accessed from 2 places:

1. By hovering on the funnel bars and site drop off. A new window will open with the session matching the funnel steps and Analysis Context.

The player opens at the first pageview of that session. You can watch several sessions matching the conditions. To see the step drop offs, hover over the lighter shaded area. To find more information about the nature of the drop off by clicking on 'Step drop off details'.

2. Or within the breakdown table at the end of the screen. For each step of your funnel you can differentiate between step drop offs and site exits, to quickly understand if your visitors are continuing their sessions on different pages, or are exiting your site. Simply locate the stage of the Funnel you are interested in and click on the player icon.

Learn more about Session Replay.

How to access the 'Over time' view 

The ‘Over time’ tab allows you to track how conversions in the funnel are performing over time.

You can customize your ‘Over time’ chart by:

• Selecting from the step dropdown to see how the global conversion rate is trending, or select a specific step conversion;
• Checking/unchecking the data you want to display as chart lines;
• Displaying your chart data by minute, hour, day, week or month;
• Comparing two charts with different segments by using the compare mode in your analysis context (Pro and Enterprise plans only)

How to show the 'in-between steps'

With in-between Funnel steps you can visualize the top in-between paths taken between the key steps in your funnel and better understand the drop offs and completions in the user journeys.

To explore the in-between steps, click on the expand arrow button right next to the step of the funnel you are interested in analyzing.

In the panel that opens, change the reference mapping according to your analysis needs by clicking on the dropdown and adjust the page group granularity accordingly.

By default, the top five paths are displayed. To display the next 7, click on the More CTA at the right corner of the graph.

To close the in-between steps panel and return to your funnel, click on the Close button at the top right corner of the panel.

How to compare two Funnels (comparison mode)

With Funnels in ‘Compare’ mode you can compare the funnel conversion performance of two segments, two time periods or two devices against each other.

Change the analysis Context and apply your comparison segment directly on your Funnel report:

• Open the Analysis Context and click on ‘Compare’ to see the Comparison Mode,
• Select the time periods you want to compare and choose between the different devices or segments of users (if you want to have a global overview select ‘All’ for ‘Devices’ and ‘Users’),
• Click on ‘Apply’.