product analytics

Increase your revenue with effective funnel analysis

Jun 5, 2024

9 mins read

Funnel analysis

You're tired of wasting dollars on marketing campaigns that fizzle out. 

You've tried every marketing tactic, but your conversion rates are not improving or showing any significant progress. 

It's frustrating, isn't it?

The problem is, you're flying blind. You don't really understand why customers aren't buying from you. 

Funnel analysis can help by showing you where potential customers get stuck or lost along the path to purchase. With it, you can:

Spot where you're losing potential customers.

Smooth out the buying journey.

Increase the number of interested customers who actually complete a purchase.

This guide reveals how to use funnel analysis to achieve exponential growth, capture more leads, convert browsers into buyers, and keep customers coming back.

Ready to crack the code for more customers and sales without working harder? 

Funnel analysis is the answer. 

Let's dive in!

What is a funnel, and why does it matter?

A funnel is a marketing tool that illuminates the customer journey, from initial awareness (wide top) to conversion (narrow bottom). It's key to understanding where leads drop off and improving conversion rates by tailoring marketing to each stage.

You might be thinking, why does funnel analysis matter?

Suppose you offer a project management software solution. An effective B2B marketing funnel would target businesses struggling with disorganized workflows. 

At the top of the funnel, you might create informative blog posts on the benefits of project management tools. As visitors download your whitepaper on "streamlining team collaboration," they move down the funnel, becoming qualified leads.

The funnel narrows here. Not everyone downloading the whitepaper will be ready to purchase. The next stage could involve targeted email drip campaigns showcasing success stories from similar businesses and offering a free trial of your software. This caters to the specific needs of those who have already shown interest in improving their project management.

The final stage might involve personalized demos highlighting features that directly address the lead's pain points. By understanding the B2B funnel, you can tailor your message at each stage, nurturing leads and converting a higher percentage into paying customers.

Funnels are crucial for B2B and SaaS companies because they help you:

  • Identify high-value prospects: Focus marketing efforts on companies most likely to benefit from your solution.
  • Nurture leads through the buying journey: Provide valuable content that addresses their specific needs at each stage.
  • Optimize conversion rates: Increase the percentage of qualified leads that convert into paying customers.

By implementing strategic marketing throughout the funnel, you can turn curious businesses into loyal, long-term SaaS subscribers.

The stages of a funnel

Marketing funnels work similarly, visualizing the customer journey as they progress from initial awareness to becoming a loyal customer (or taking your desired action).

Funnel analysis

The stages of the funnel are discussed below:

  • Awareness (Top of the funnel - TOFU): Here, potential customers first encounter your brand. Broad marketing efforts like social media ads, informative blog posts, or engaging videos aim to capture their attention and spark interest.
  • Interest (Middle of the funnel - MOFU): Intrigued by your brand, they delve deeper. They might download a lead magnet (like an ebook), subscribe to your newsletter, or visit specific product pages. This is your chance to nurture leads with targeted content addressing their specific needs and challenges.
  • Decision (Middle/Bottom of the funnel - MOFU/BOFU): Now they're considering their options. Clear product descriptions, testimonials, and strong calls to action (CTAs) become crucial. Highlight features that solve their pain points and showcase social proof (positive reviews, success stories) to nudge them toward conversion.
  • Action (Bottom of the funnel - BOFU): This is the moment of truth! They've converted, purchased your product, subscribed to your service, or taken your desired action (e.g., sign up for a free trial). Celebrate this win!
  • Retention (Beyond the funnel): Your journey doesn't end with the sale. Delighting customers with exceptional service, loyalty programs, and exclusive offers encourages repeat business and fosters brand advocates.

Related: Cohort analysis: How to measure user retention?

Different types of funnels

Funnels are like roadmaps, guiding users toward a desired action. While customer acquisition is a popular use case, let's explore how funnels can unlock insights at various touchpoints:

1. Activation funnel

Imagine new customers signing up for your service. The activation funnel tracks how effectively you onboard them. The top represents new signups, and the funnel narrows as users complete key actions – downloading an app, attending a tutorial, and making their first purchase. Identifying bottlenecks in this funnel helps you optimize the onboarding process for smoother user activation.

2. Feature adoption funnel

Not all features get equal love. This funnel analyzes how users discover and adopt specific features within your product. The top might represent all users, and the funnel narrows as users engage with a particular feature. By pinpointing areas of low adoption, you can tailor in-app guides or targeted promotions to encourage users to explore valuable functionalities.

3. Upsell/cross-sell funnel

Existing customers are a goldmine! This funnel analyzes the effectiveness of your upsell and cross-sell strategies. Imagine all your existing customers at the top. The funnel narrows as users consider upgrade options or complementary products. By analyzing drop-off points, you can refine your upsell/cross-sell messaging and offers to better resonate with existing customer needs.

4. Customer advocacy funnel

Happy customers are your biggest brand advocates. This funnel tracks how satisfied customers become brand champions. Imagine all your satisfied customers at the top. The funnel narrows as they engage in actions like leaving positive reviews, participating in user communities, or referring friends. Analyzing this funnel helps you identify opportunities to nurture brand loyalty and turn satisfied customers into vocal advocates.

By employing these diverse funnels, you gain a deeper understanding of user behavior throughout their journey. This empowers you to make data-driven decisions that optimize every touchpoint – from onboarding new users to fostering brand loyalty. 

Remember, a successful customer journey is not just about acquiring customers; it's about keeping them engaged and thriving at every stage.

How do you make funnel analysis actionable?

Here are some steps on how to make funnel analysis actionable:

1. Deep dive into drop-off points

  • Identify the bottlenecks: Analyze conversion rates at each stage of your funnel. This helps pinpoint areas with significant user drop-offs.
  • Understand why users leave: Use surveys, heatmaps, and session recordings to understand why users abandon the funnel at specific points.

2. Prioritize and take action

  • Focus on high-impact areas: Address the drop-off points that have the biggest impact on your overall conversion rate.
  • Develop targeted solutions: Based on your findings, create specific solutions for each bottleneck. This could involve improving website navigation, adding clearer CTAs (calls to action), or providing more informative content.

3. Experiment and test

  • A/B test your solutions: Implement your changes and use A/B testing to measure their effectiveness.
  • Refine based on data: Continuously monitor results and iterate on your solutions based on data insights.

4. Leverage user segmentation

  • Segment your audience: Analyze funnel performance for different user segments (demographics, interests). Personalize the experience: Tailor your messaging and funnel experience to address the specific needs and pain points of each segment.
  • Segment your audience: Analyze funnel performance for different user segments (demographics, interests).
  • Personalize the experience: Tailor your messaging and funnel experience to address the specific needs and pain points of each segment.
User segmentation in Usermaven

5. Look beyond conversion rates

  • Consider time to conversion: Analyze how long it takes users to complete the desired action at each funnel stage. Delays might indicate friction points.
  • Track user engagement: Analyze metrics like click-through rates, bounce rates, and time spent on pages to understand user engagement throughout the funnel.

6. Turning insights into actionable strategies

  • Content optimization: Based on drop-off points, create targeted content (e.g., FAQs, explainer videos) to address user confusion or hesitation.
  • Improved user experience (UX): Refine website navigation, CTAs, and user interface elements to ensure a smooth and intuitive user journey.
  • Targeted marketing campaigns: Use funnel data to identify high-value segments and tailor marketing campaigns to their specific needs and interests.

By following these steps and focusing on actionable insights, you can transform your funnel analysis into a powerful tool for optimizing your marketing efforts and driving conversions.

Building and analyzing funnels in Usermaven

In the previous section, we explored the concept of funnels and their importance in understanding your customer journey. Now, let's delve deeper into how Usermaven helps you build and analyze these funnels to optimize your marketing efforts.

Building funnels in Usermaven

Usermaven offers a user-friendly interface for creating funnels tailored to your specific goals. 

Here's a step-by-step breakdown:

  1. Navigate to the funnels section: Within Usermaven, head to the "Funnels."
  2. Create a new funnel: Click on the "New Funnel" button to get started.
Creating conversion funnel in Usermaven
  1. Define your funnel:
    • Name: Give your funnel a clear and descriptive name that reflects its purpose (e.g., "Signup funnel," "Free trial to paid conversion").
    • Audience: Choose who you want to track in the funnel. Select "Visitor" for overall website performance, "User" for user behavior within your app, or "Company" for broader trends.
    • Steps: This is where you define the stages of your funnel. Usermaven allows you to track various events, including:
  • Page visits: Track specific URLs users visit within your funnel.
  • Custom events: Set up custom events to track specific user actions relevant to your goals (e.g., button clicks, video views).
  • Pinned events: Use pre-defined events like user signups or purchases for a quick setup.

Pro tip: When defining steps, consider a sequential order if the stages must be completed in a specific sequence. Otherwise, use the "Strict Order" option to allow some flexibility between steps.

  1. Window size: Set a timeframe (e.g., one day, one week) within which users should complete the entire funnel. This helps analyze user behavior realistically.
  2. Create your funnel: Once you've defined all the elements, click "Create" to activate your funnel. Usermaven will then start collecting data on user journeys through the defined stages.

Analyzing funnels in Usermaven

Usermaven goes beyond simply creating funnels. It provides insightful data visualizations to help you analyze user behavior and optimize your conversion process. Here's what you can expect:

Detailed funnel overview: Access auto-generated insights highlighting absolute and relative drop-offs at each step. Quickly identify stages with significant user abandonment and prioritize areas for improvement.

Deep dive analytics: Dive deeper into individual funnels with granular metrics like drop-off rates, conversion ratios, and average time spent per step. Visualize data through intuitive charts and graphs for easy interpretation.

Funnel analysis in Usermaven

Funnel breakdown: Segment funnel performance by various parameters such as traffic source, geographic location, device, browser, and more. Uncover hidden patterns and tailor strategies for specific channels, regions, or user segments.

Usermaven detailed funnel analysis

Funnel comparison: Compare funnel performance across different time periods, marketing campaigns, product versions, or any other relevant variable. Measure the impact of changes on user behavior, conversions, and revenue.

Conversion time distribution: Analyze the average time users take to complete each funnel step and the entire journey. Visualize time distributions through histograms to identify bottlenecks, optimize engagement, and streamline user flows.

Comprehensive reporting: Access detailed reports and exportable data to share insights with stakeholders and inform data-driven decisions.

With Usermaven's intuitive interface and advanced funnel analytics capabilities, you can continuously monitor user journeys, pinpoint friction points, and optimize conversion paths for maximum impact. Backed by robust data visualization and segmentation tools, Usermaven empowers you to deliver frictionless experiences and drive business growth.

Ready to take control of your conversions?

Funnel analysis empowers you to understand your audience, optimize your marketing efforts, and ultimately, achieve your business goals. 

By combining strategic planning with user behavior data, you can turn casual website visitors into loyal customers. 

Now that you're armed with this knowledge, it's time to go forth and build winning funnels with Usermaven!

Try Usermaven for funnel analysis


1. What key actions do users take (website visits, video views) in your funnel?

To answer this question, go to Usermaven funnels and set up custom events for unique website actions, such as website visits. Consider sequential vs. non-sequential steps based on user flow.

2. Where are the biggest drop-off points in your funnel? 

Usermaven data helps to analyze user behavior (time spent, journey path) at these points. So that you can address basic issues (unclear CTAs, missing info) with A/B testing.

3. How long does conversion take at each stage? (Delays might signal friction)

If you create funnels with Usermaven, the conversion time distribution tells how much time was spent to complete the funnel. Moreover, user engagement data in Usermaven helps find (clicks, bounce rates, and time on pages) throughout the funnel.

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