Funnels helps you focus your analysis on the key steps of your users' journeys through your application and measures how many of them drop off between each step. This feature allows you to get a closer look at the steps where users convert the best, identify potential usability issues, and prioritize areas for improvement.
Use Cases
- 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 app
- Compare two populations (types of users, devices) and see how they convert
- Compare before and after changes have been made to the app flow
- Investigate the drop-offs and visualize your users' struggles by jumping directly into Session Replay.
How to use Funnels
1. To access Funnels go to 'Funnel' in the main menu.
2. Click 'Add new step' to get started. (If you already have a funnel set up on your project, simply click on the 'Define steps' button in the funnel view).
3. Create your funnel:
1. In the creation panel, select a 'Page group', that is, a step you want to focus on, from each drop-down menu. You can add as many steps as you like. Once done, click 'Apply changes' and the results will appear in the diagram.
2. The funnel visualization:
- The "funnel completion" rate, shown above the graph, calculates the percentage of users who entered the funnel and also reached its last step. You can also see the average time taken to complete the entire funnel.
- The graph bars represent the number and percentage of sessions that moved to the next step (e.g., converted) in dark blue, and the number and percentage of sessions that dropped off in light blue.
3. The breakdown table allows you to visualize your conversion data in a table format and quickly access relevant replays and/or create segments.
Session Replay shortcuts*
*Session Replay is an add-on feature. Please contact your CSM for more details.
In the breakdown table, click on the play button for one of the funnel steps you are interested in and choose whether you want to view replays of the sessions that converted or those that dropped off the funnel. The sessions that will be displayed will match the Analysis Context and the segment that followed the sequence defined in the funnel.
Segments shortcuts
You can create segments based on the different steps of the funnel. From the segment creation panel that opens, you can modify the steps as you please and decide either to create the segment or to create and apply it to another feature (Journey Analysis, Screen Metrics, or Zoning Analysis).
Performance over time
You have the possibility to check the performance of your funnel over a specific period of time on a daily, weekly, or monthly basis. Switch to 'Over time' tab in the funnel top bar and visualize the evolution of four metrics: drop-off rate, completion rate, No. of sessions, and Time to completion.
You can also select the steps on which you want to focus.
User vs Session Data
In all reports, you have the option to switch between viewing data at the session level or user level.
To do so, click on the Sessions or Users buttons at the top right corner of the main funnel visualization. The metric selection will be applied to the following funnel visualizations:
- Funnel steps
- Funnel over time
- Breakdown table
Read more about the number of users metric in our metrics section.
How to compare segments or time periods
Toggle on the Compare button in the Analysis Context and choose two (2) segments or time periods to compare. The first item added to the funnel (in blue) is used as the basis for comparison, against which your second item (in pink) will be compared.
Performance over time and comparison mode
You can compare two segments and see which one is performing the best over time.
Select one of the three metrics, and hover over the curves to see how segment A is performing against segment B.
How to analyze in-between funnel steps
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.
Are sessions included in funnel steps even if other screens have been viewed in between?
Yes, since the same goal can be reached via several paths, the funnel visualization includes, by default, all sessions that have moved from one funnel step to the next, even if other screens have been viewed in between. In other words: the relationship that governs the funnel steps is based on the "THEN" condition (not "DIRECTLY THEN").
1. 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.
2. To close the in-between steps panel and return to your Funnel analysis, click on the 'Close' button at the top right corner of the panel.
How to add a funnel to a dashboard
1. Click the 'Add to dashboard' button in the top-right corner.
2. Select the dashboard you'd like to add your funnel to inside the drop-down, or create a new dashboard.
3. Your funnel will be created and added into a widget inside your selected, or newly created, dashboard:
How to share your funnel analysis
You can share your funnel analysis by either exporting it as a .csv file, or sharing it through an URL link.