What is Funnel Analysis?
Funnel Analysis 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. You can create one from Funnel or Dashboards.
How to create a funnel
You can either create your funnel directly from Funnel or from Dashboards.
In Funnel, you then have the possibility to add your funnel to Dashboards.
From Funnel to Dashboards
Once your funnel is created, you will see a 'Add to dashboard' button displayed on the top right-hand corner of the funnel visualization:
Click on 'Add to dashboard' and choose to which dashboard (if you have multiple) you'd like to add it:
Your funnel will instantly be created and displayed on a widget in the dashboard you chose. You can still edit it at any time. (See in the sections below how to read the visualization).
From Dashboards
To create a funnel in Dashboards, click on "Add widget" in the top right side and select the 'Funnel' widget:
On the next steps:
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Once done, click 'Add widget' and the results will instantly appear in the widget diagram, under the widget group you chose.
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").
How to read the funnel?
The funnel visualization:
- The "funnel conversion" rate, shown above the graph, calculates the percentage of sessions who entered the funnel and also reached the last step.
- The graph bars displays the converted percentage and number of sessions. On hover, you can see a tooltip displaying the details for each section: the sessions that dropped off (in light blue) and the sessions that moved to the next step (e.g. converted) in dark blue.
Funnel Shortcuts
Click on one of the graph bars to open the shortcut menu.
Session Replay shortcut
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.
Comparison mode
Toggle on the Compare button in the Analysis Context and choose two (2) segments or periods to compare. The first item added to the funnel analysis (in blue) is used as the basis for comparison, against which your second item (in pink) will be compared.
Funnel Analysis 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 and see how they convert
- Compare before and after changes have been made to the app or the app flow
- Investigate the drop-offs and visualize your users' struggles by jumping directly into Session Replay