Funnels

Funnels help you visualize how the number of customers declines as they progress towards a particular goal, such as completing a purchase, signing up to a newsletter, or filling out a form. This analytical tool helps you to identify critical bottlenecks in your customers' journey towards that goal.

This guide will walk you through the steps of making a purchase funnel analysis for your e-commerce website. Advanced funnel analysis methods, such as drill-downs and funnel conversion trends, will be discussed in the later sections of this guide.

To learn more about how Exponea calculates funnels, please read the Technical Reference.

Why you should use a Funnel Analysis?

Funnels visualize the browsing activities of a group of customers along a predetermined path. The user flow of an online store is generally structured over five key stages: site landing, product discovery, product presentation, cart management, and checkout. Whenever customers browse an online store and decide to complete a purchase, they pass each of these stages at least one time.

Funnels, therefore, measure how many customers complete a sequence of events that you defined. In the case of a purchase funnel analysis, you would create a sequence that starts with measuring the number of visitors landing on your website and then measure how many of them visit the consecutive touchpoints, such as the product category pages, product detail pages, shopping basket, and checkout page.

How to create a Funnel Analysis

1. Creating a New Funnel Analysis in Exponea

a. Navigate to Analyses -> Funnels.

b. Click on the + sign next to the Funnels item in the drop-down menu.

c. You will now see the edit window with a new, empty funnel step.

2. Adding New Steps to your Funnel Analysis

a. Select the event for the first step of the funnel.
The event picker will only show the events that you're tracking.

b. Add new steps for each consecutive event in your funnel sequence.

c. Choose the appropriate event for each of these steps.

d. Press the Preview button on the upper right-hand side of the page.

e. Scroll down to view the provisional result.

Notes:

  • You can specify an unlimited number of steps.
  • steps in the funnel are not required to happen during a single session (funnels are computed for the whole time interval you specify)
  • to match the sequence of events customer has to have selected events during the time interval you specified

3. Modifying, Rearranging, and Removing Steps in your Funnel Analysis

a. Rename a step by clicking the pencil icon in the step title.

a. Rearrange steps by dragging the step's icon with the 6 dots.

Other Features

Setting a Time Limit for the Completion of a Funnel Sequence

You can set a time limit in which a customer must complete all the steps in the funnel. This feature allows you to see, for instance, how many customers bought an item within 24 hours of their first session.

a. Click on the clock icon to turn on the time filter.

b. Enter the duration and select the scale (minutes, hours, days, etc ..)

Revealing More Details about a Funnel Step

Funnels consist of a chart and a table.

The chart tells you conversion rates (between individual event steps). It shows the numbers of customers who have completed each step so far.

If you hover over the column you can see more information, for example the average time it took customers to move from one step to the other or the total conversion rate from the first step.

The table contains funnel information in concise form. Table is more useful when using advanced funnel features like drill-downs.

Funnel Chart Context Menu

While viewing a funnel you can click on any event step (represented by a column) with left mouse button to show a context menu. There are 4 basic actions you can take. There is also a drill-down by customer attribute available from the top row of the funnel table.

Show Customers

When you click on Show customers you will be shown all customers that matched all steps from the first step until the step you clicked. You will be redirected to customers section, where the specific funnel will be applied as filter. In the customers section, you can then do all the standard actions as show individual customers, export them, etc.

Drill-downs

The Drill-down function allows you to view every funnel in greater detail and enables you to compare conversion rates between various customer segments. You can drill-down funnels by customer attributes, such as country or gender, or by event attributes.

1. Drilling-down your Funnel Analysis by Customer Attributes

a. Scroll down to the Funnel Details table.

b. Select Customer from the DRILL-DOWN BY drop-down menu.

c. Select an attribute from the Attributes drop-down menu.

d. Choose Gender for comparing conversion rates between gender, or Country for comparing countries.

2. Drilling-down your Funnel Analysis by Event Attributes

a. Scroll down to the Funnel Details table.

b. Select Customer from the DRILL-DOWN BY drop-down menu.

c. Select a step from the Select Step drop-down menu.

d. Select an attribute from the Attributes drop-down menu.

Compare Conversions

It is possible to compare conversion of funnels also using statistical tests to determine clear or weak winner. This is useful when determining the success of an A/B split from a campaign or a weblayer. For this, it is necessary to select the original step and a goal. This will show also conversion from start to goal, and statistical confidence.

Summarizing Event Attributes

It is also possible to show summarized values of a selected event attribute from a desired step. This can be useful to show total revenue from a purchase directly in the funnel. To achieve the summarize, click on the desired column in the chart.

This will add a single column denoted by a ∑ sign. In this column there will be a sum of all values from the picked event attribute.

Sending a campaign

It is possible to target customers in a campaign by clicking on an event step (or drill-downed flow).

This will open a new scenario where you will see one condition matching the chosen event or segment of customers from the drill-down. In this example a condition that will match customers who had event was automatically created.

To learn more about sending campaigns please visit the Scenarios guide.

Funnel conversion trends

A Funnel Conversion Trend visualizes how a funnel conversion figure has changed over time. It will help you understand how the changes that you made to the customer journey or website impacted the conversion rate of a particular funnel step.

The below screenshot shows the funnel analysis with the overall conversion rates. Below this analysis, you'll find a trend chart that depicts the conversion history between the first and the last step of the funnel.

What does a Funnel Conversion Trend Analysis measure?

A Funnel Conversion Trend Analysis always uses the number of uniquely converted customers per day and not the number of events that led to a conversion. For example, if a customer visits the last step of a funnel several times in one day, then these activities will be counted as one single conversion.

See the below screenshot for an illustration of this analysis.

Chart Display Settings
The Funnel Conversion Trend chart can display the number of customers, or the percentage of customers who completed the funnel. The shown percentages are calculated using the total number of customers who were present in the funnel at that time.

Technical Reference

How are funnels calculated?

Funnels take a series of steps (events) you define and then compute how many customers completed each step in a given order.

Loose order

Your customers must complete funnel steps in a loose order. This means that a customer can do other actions (events) between funnel steps, as long as he completes funnel steps in a given order.

Example:
Let's assume our funnel has five steps in this order: A > B > C > D > E. Let's have a look at few cases:

  • The customer does steps A > B > C > D > E in the exact order. This customer will be counted in every funnel step.
  • The customer does steps A > B > F > C > D > E. This customer will be counted in every funnel step. The fact that he did step F between B and C doesn't matter because of the loose ordering.
  • The customer does steps A > B > C > E. This customer will be counted only in the first three funnel steps. He will not appear in the step D as he didn't do this step. He will also not appear in the step E because he didn't do step D. Only customers who have completed previous step can continue to the next.
  • The customer does steps A > B > C > E > D > E. This customer will be counted in every funnel step. At first this customer did step E before step D, but later he did step E again. Because of the loose ordering he have completed the whole funnel, even though later.

Unique customers, not event totals

Even though Exponea funnels are calculated from events, total event count is not shown in the funnel. The number you see for a step in a funnel is the number of customers who completed that step of the funnel. Customers are also counted only once throughout the funnel even if they complete the funnel multiple times.

Example:

Let's assume our funnel has three steps in this order: A > B > C. If a customer does events A > B > C > A > B > C he will be counted in every step of the funnel only once.

How setting a time interval affects the funnel?

By default the time interval filter is turned off and funnels are calculated for the whole time span since the start of the tracking until now.

By turning the time interval on you will limit the time span a customer has to complete funnel steps. Only events that fall into the selected time interval will be taken into account.

Example:

Let's assume our funnel has two steps in this order: A > B. If we limit the time interval to the last 30 days, only customers who did steps A > B in the last 30 days will be counted in both steps of the funnel. If a customer does events A > B but the first step A didn't happen in the last 30 days, this customer will not be counted in the funnel.