The Funnels feature is a powerful tool designed to enhance your understanding of user interactions within your product. By tracking and analyzing user journeys, you can identify potential drop-off points and optimize the user experience to boost conversion rates. This documentation will provide a comprehensive overview of the Funnels feature, its components, and how to effectively utilize it.
Overview & Details
Definition: This analysis helps in tracking user journeys through a sequence of steps and visualizing their progression toward conversion. Funnel analysis empowers businesses to comprehend user behavior patterns and pinpoint areas for enhancement.
Use Cases: Funnels can be used to increase conversion rates, prioritize product development, and detect bottlenecks in the user journey.
- Display which steps are users dropping off in an onboarding or signup process
- View the amount of time it takes users to complete an action
- Analyze how your Userpilot onboarding checklist/flows impact conversion rates
- Identify steps in user journeys that do not culminate in a purchase.
- Monitor the total count of the video installed event that was fired from power customers in the past 30 days and break the result down per plan type
- Metrics: Funnels analysis reveals crucial metrics like the total number of conversions, conversion rate, and average conversion time. It allows customization of conversion windows, counting methods, and event order.
Creating a Funnel
To create a funnel, click on Analytics on the dashboard, then click on Funnel. You will see a view split in two sections:
- Left Section (Query Builder): Here you can select the data (events and properties) and filters you wish to apply to the report, it consists of three tabs: Events, Filters, and Breakdown.
Right Section (Results and Visualization): Users review query outcomes and choose data presentation options.
Step 1: Select an event
To construct a query select events, you can select Feature tags, tracked Events, Page views, Content Engagement events, and Userpilot Built-In Events.
Step 2: Select Conversion Criteria
- Unique users/ companies
Users can narrow data to relevancy on a user or company level
- Specific Order
Funnels offer two conversion criteria options:
- Specific Order: Requires step completion in a defined order, crucial for journeys with step sequence significance.
- Any Order: Allows steps to be completed in any sequence, beneficial for non-linear journeys.
- Conversion Time
Represents the time taken by users to complete all steps of the funnel steps in a timeframe of days or weeks. For example, if it's set to 24 days, and a user achieves one of the selected events on the 25th day from entering the funnel, that user will be excluded from the funnel report.
- A funnel must contain a minimum of two steps.
- If the order is set to 'Specific Order', users can perform other actions between funnel steps as long as all steps are completed in order.
Filter your selected events collectively by navigating to the Filters section. Here, you can implement filters based on User Properties and Company Properties to precisely refine your data.
The Breakdown section enables you to examine data based on a specific filter criterion. For instance, you can break down data according to the operating systems utilized by users. This breakdown provides insights into user behavior for distinct OS categories, such as Windows, iOS, Android, etc.
Charts are graphical representations of data that visually communicate information and insights. They play a pivotal role in transforming complex data sets into easily understandable and interpretable visual formats.
- Total Conversion Rate: Calculated as the count of users entering the funnel divided by the count of users converting in the last step.
Average Conversion Time: Derived from the cumulative conversion time per user divided by the total number of users.
The Total Conversion Rate & Average Conversion are calculated as per the below equation:
Total Conversion Rate = (Total users count converting to the last step / Total users count entering the funnel) * 100%
Average Conversion Time = Total time/duration it took users to complete the Funnel / Total users count converting to the last step
There are four distinct chart types available for visualizing funnel results:
Conversion Steps Table
- The Conversion Steps Table showcases selected events horizontally.
- The table is divided into events.
- When a breakdown value is selected, the event is segmented based on that value, offering a comprehensive view of selected events simultaneously.
- The table features the top 10 total conversion rate properties for each step by default, with the ability to select and deselect values from the table.
By clicking on any of the columns, you'll get a list of the users who achieved this event.
2. Conversion Trends
- The Conversion Trends section illustrates changes in conversion rates, time to conversion, and user entry/exit counts over time.
- Chart Elements:
- Breakdown by selected attribute.
- Line chart breakdown according to attributes in the table.
- The X-axis represents the date range; the Y-axis represents the result percentage.
- Data point results are displayed on hover.
3. Time to Convert
The Time to Convert section illustrates the time users take to complete the funnel. And it can be filtered as a Trend or a Distribution.
- Chart Elements:
- Breakdown by selected attribute.
- Each attribute is represented as a colored bar.
- Bars represent different time distribution segments.
The conversion percentage is displayed on the bar's side for the Distribution filter.
Interval Size means how big each group is when you're organizing data. It's like deciding how wide each bar should be in a graph. Choosing the right size helps show the data clearly without making it too complicated.
let's use an example: you select an interval size of 3 days, with the parameter range set between 0 and 13 days. The outcome of this choice is the display of data related to users who have successfully completed events within the time frame of 0 to 13 days.
The interval size of 3 days divides time into distinct units, each lasting 3 days. This setup highlights user achievements in specific intervals, like 0-3 days, 3-6 days, 6-9 days, and beyond, until the maximum of 13 days is reached.
Hover tooltips provide detailed result data.
- The Metric section displays separate conversion rates for each breakdown value in widget format.