Introduction to Funnels

Funnels helps you focus on the key steps of your users’ journeys through a website or mobile app and measure how many of them drop off between each step. It allows you to get a closer look at the steps where users convert the best, identify potential usability issues and prioritize areas for improvement.

With Funnels you can:

• Understand where your users are dropping off in important moments such as sign-up, sign-in or checkout
• See the exact number of sessions that follow specific paths of your website
• Compare two populations or date ranges, to see how they convert or the impact of changes made (available on our Pro and Enterprise plans)
• Investigate the drop-offs and visualize your users struggles by jumping directly into Session replay

How to create a funnel

Note, you need to add at least 2 steps to create a Funnel and can add up to 32 steps (a maximum of 10 steps on Growth plans).

1. Select ‘Funnels’ from the main menu.
2. Click the ‘Add step’ button.
3. Select the page/s to analyze. Depending on your plan, you’ll be prompted to define a single URL, or optionally select a ‘Page group’ from a mapping (option available on our Pro and Enterprise plans).
4. Repeat steps 2 and 3 to add more steps.
5. Click ‘Apply’ to create and view your funnel.

How to read your funnel

To visualize your results, you can switch between:

• A standard (stepped) funnel view
• A trended ‘Over time’ (line chart) view

Stepped funnel view

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 ‘Product Details’ page serves as the initial step in the Funnel, with 100% of sessions reaching this page in the last 30 days. Among these sessions, only 11.6% proceeded to the ‘Review Cart’ page, taking 3 minutes 46 seconds to do so.

See step dropoff details

Hover over each of the steps for more dropoff insights.

Note: The calculation for moving between the different steps in the funnel is based on a 'Then' condition and not 'Directly then' condition as seen in Journey Analysis. This means that there might be additional pages visited between the different steps in your funnel (e.g., between Step 1 and Step 2). To view all the possible paths between two steps, you can use the in-between steps functionality (available on our Pro and Enterprise plans).

Step metric definitions

Step conversion rate (displayed upon hovering over the solid regions of the bar graphs)	See the % or absolute of sessions/users who complete that step in the funnel. The first step will always be 100% because a funnel only includes the sessions/users in which they navigated to that first page of the funnel.
Step dropoff rate (displayed upon hovering over the lighter regions of the bar graphs)	See the % or absolute number of sessions/users who left the funnel before reaching this step.
Step time to conversion (displayed upon hovering over the solid regions of the bar graphs, indicating the completion of the corresponding step)	See the time it takes to proceed from the previous step.

Step drop off vs. site exit

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:

• Jump into Session Replay.
• Create a segment (Pro and Enterprise plans)

Funnels ‘Over time’ view

The Funnels ‘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 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)

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 (dependent on your plan).

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 240 sessions entered the funnel).

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

• Step: individual step path and URL corresponding to the step reached.
• Conversion:
  • The conversion rate (percentage) of sessions that progressed from the previous step to the next (or all steps in the funnel if looking at the first row), divided by the number of sessions that entered the funnel.
  • The total number of sessions that completed the stated steps in the funnel.
• Drop Off:
  • The drop off rate (percentage) of sessions that abandoned the funnel step without progressing, divided by the number of sessions that entered the funnel.
  • The total number of sessions that abandoned the funnel step without progressing.
• Time to Conversion: the time it took to progress from the previous step to the next. Note, the time also includes any additional time spent in-between steps that might not be defined in the funnel.
• Replays: watch relevant replays where sessions converted from one step to another, or dropped off.
• More (Pro and Enterprise plans only): create segments to use elsewhere in your analysis.

How to manage your funnel

Clearing your funnel

To clear your funnel, click ‘Remove all steps’ and confirm the action. You will need to add new steps to create a new funnel.

Sharing and exporting a funnel

Use the ‘share’ icon to copy the funnel URL and share with other users on your team.

Customers on our Pro and Enterprise plans will also find the option to export the funnel as a CSV. file.

Adding a funnel to a Dashboard

Use the ‘Add to dashboard’ button to save the stepped funnel view to a Dashboard. 

Accessing last used funnels 

Available on Pro and Enterprise plans, select the ‘Last used Funnels’ icon (above the funnel steps) to see your previously created funnels, their creation and modification dates, copy the funnel sharing link, and open the funnel.

Saving funnels

All plans can "save" stepped funnels by adding them to a Dashboard, or by using the 'Share' function and storing the URL(for future access).

Customers on our Pro and Enterprise plans can revisit their funnels in the 'Last used funnels' section, in addition to the above.

Creating a segment

Available on our Pro and Enterprise plans, once a funnel has been created you can create a segment in the following ways:

Option 1: From the stepped view, hover over the completed or dropped funnel stage and click ‘Create a segment’

Option 2: From the funnel breakdown table, click the menu under ‘More’, followed by ‘Create a segment’