“Funnels" are the perfect tools to use when it comes to understanding the complex paths users follow to reach their goals. To put it simply, imagine a funnel as a roadmap that directs visitors or users from their first interaction to the exciting moment of successful conversion. In the world of funnels, each step represents the journey users take, moving through different stages until they reach their desired destination, which we often call a conversion point.

What can you learn from Funnels?

Identifying Drop-offs: For every user flow or process within your product, there will be a certain drop-off rate. Funnels help you identify precisely where users are dropping off in the journey. This insight is invaluable because it highlights potential problem areas that need attention.

Pinpointing Friction Points: Funnels allow you to pinpoint specific friction points in the user journey. These are the stages where users may encounter difficulties or obstacles. By identifying these friction points, you can focus your efforts on improving those parts of your product to enhance the user experience.

Improving User Success: Once you've isolated bottlenecks and understood what's causing them, you can take targeted actions to improve user success rates. Whether it's optimizing the design, streamlining a process, or providing better guidance, the data from funnels guides your decision-making.

Analyzing User Journey: Usermaven's funnels provide a detailed analysis of a user’s journey on a website. You can see which pages or steps users are more likely to visit and in what order. This information helps you tailor your product's user experience to align with how users naturally interact with it.

Monitoring Conversions: Funnels are essential for tracking conversions, such as sign-ups, purchases, or any other desired user actions. By analyzing conversion rates at each stage of the funnel, you can optimize the user journey to maximize conversions.

Personalized Insights: Usermaven goes beyond aggregate data by allowing you to explore user paths at both a macro and micro level. You can analyze overall site usage trends or dive deep into the paths that individual users take before taking specific actions.

Use Cases

Improving and expanding the use cases for a B2B messaging application using Funnels for task management:

Sign-Up Analysis:

  • What percentage of users completed the sign-up process within 7 days, 14 days, and 30 days?
  • Which specific step in the sign-up process has the highest drop-off rate?
  • How does the conversion rate of our sign-up funnel differ among different industries or sectors?

Onboarding Journey:

  • What specific action or tutorial within the onboarding process causes users to get stuck or abandon the funnel?
  • What's the average time taken by users from different industries to complete the onboarding funnel?

Geographical Insights:

  • Which countries or regions have the highest and lowest conversion rates throughout the sign-up and onboarding funnels?
  • Are there specific regions that require a localized or different onboarding process due to cultural or business differences?

A/B Testing & Optimization:

  • How did specific changes, such as altering the UX/UI or introducing new features, affect the sign-up and onboarding conversion rates?
  • Are there significant differences in behavior between users who were exposed to version A versus version B of the app?

User Paths & Behavior:

  • What common paths do users take from the moment they open the app to making their first interaction or sending their first message?
  • Are there specific features or shortcuts that successful users frequently use that others don’t? How can we promote these paths?
  • For users that don’t make an interaction or send a message, what alternative actions are they performing? Can we re-engage them or streamline their journey?

Purchase & Monetization Insights:

  • How does the user journey differ between those who opt for a premium subscription versus those who stick with the basic version?
  • What are the key reasons or features that compel a user to upgrade their subscription?
  • For those who didn't upgrade, what hurdles or objections prevented them? Is it pricing, lack of clarity on premium features, or something else?

Feedback & Continual Improvement:

  • Can we identify any correlations between user feedback or complaints and specific steps in our funnels?
  • Based on funnel drop-offs, what additional support or resources can we provide to assist users in their journey?

Engagement & Retention:

  • After completing the onboarding, how frequently do users engage with the app within the first 30 days?
  • Are there specific actions or triggers that re-engage dormant users or increase their activity?

Setting up a Funnel

  1. Open the Usermaven app and navigate to the "Analyze" section.

    Navigate to analyze

  2. In the dropdown menu, you will find the option labeled "Funnels". Click on "Funnels", and you will be directed to the Funnels interface.

    new funnels

  3. This will take you to a blank screen with a prompt to create a conversion funnel. Simply click on the button to proceed.

  4. Next, you will be presented with a series of steps to successfully create a conversion funnel. To begin, provide a name for your funnel.

    funnel name

  5. Then, select your target audience for the funnel. You can choose from three different levels:

    • Visitor-level funnels: These funnels are ideal for enhancing your website's performance and user experience. They track the journey of website visitors, from their initial interaction to the point of conversion.
    • User-level funnels: These funnels offer valuable insights for improving and optimizing your product. They focus on individual user behaviors, providing a detailed view of each user's progression through the funnel stages.
    • Company-level funnels: This level of analysis is beneficial for identifying broader trends and patterns in user behavior. It helps in making data-driven decisions to optimize the product for the majority of users. Choose the audience level that aligns with your specific optimization goals.

    funnel audience

  6. Now, choose the event that represents your conversion goal. To create the funnel steps, select the specific events you want to track. These events can include page URLs, custom events, or pinned events.

    For instance, let's say you're creating a sign-up funnel in Usermaven. You can name your funnel "Sign-up Funnel." In this case, the audience level is "User." Below is an example of the specific steps involved:

    funnel steps

  7. Alias Option

    While configuring your conversion goal, you'll come across an optional field labeled "Alias." This allows you to assign a recognizable name to a specific step in the funnel. This alias makes it easier for viewers to understand and follow the conversion process.

    funnel alias

    In this example, the first step has been named "Website," representing the action of visiting the website.

    funnel steps alias

  8. Next select the order in which you wish the above specified steps to be performed. You can set it as sequential order or strict order. The choice between "sequential order" and "strict order" in setting up the order of steps in your conversion funnel is important and influences how the funnel tracks user behavior:

    • Sequential Order: When you opt for 'sequential' order, it signifies that the events or stages in your funnel need to unfold precisely in the sequence you've defined.

      To illustrate, suppose your funnel encompasses steps like 'Visited the Website' followed by 'Sign-up,' with sequential order chosen. In this case, a user must first visit the website and then proceed to sign up for the funnel to record a successful conversion. This mode of measurement focuses on individuals who have traversed the steps in your funnel as per the established order, even if they've triggered various other events in between.

      For instance, when assessing the impact of an advertisement on conversions, whether someone encountered the ad before or after engaging with your product could yield distinct conversion rates. The analysis takes into account the initial occurrences of events specified in the steps, all within the defined conversion window.

    • Strict Order: In Usermaven, when we talk about "strict order" within a funnel, it means that the events or steps should unfold in the specified sequence, but there's room for other events or actions to occur in between that aren't necessarily part of the funnel.

      Let's take an example: if your funnel consists of steps like "Visited the Website" followed by "Sign-up," and you've chosen the strict order option, a user could visit the website, engage in unrelated activities, and then eventually sign up. The funnel would still recognize this as a successful conversion because it adheres to the predefined step sequence, even though there might be variations in user behavior between those steps.

      In essence, strict order mode focuses on users who have followed the steps in your funnel in the exact order specified and haven't triggered any other events in between. For instance, if you want to exclude users who searched for a different product after initially finding one in a checkout funnel, strict order would help you achieve that level of precision in your measurement.

    So, selecting between sequential order and strict order depends on how precisely you want to track user journeys through the funnel. Sequential order ensures a stricter, linear path, while strict order allows for more flexibility in user interactions.

    funnel order

  9. Finally, click on the "Create" button, and your funnel will be generated and added to the list of funnels within your Usermaven account.

Analyzing a funnel

Funnels are most commonly used to understand where people are encountering issues or dropping off in your flow. When examining a funnel, it's important to identify areas where users are leaving the flow. There are two main ways to analyze this:

  • Absolute Drop-off: This helps you understand where you're losing the most users in absolute numbers. It indicates the specific steps in your funnel where a significant number of users are dropping off.
  • Relative Drop-off: This provides insights into the areas that have the greatest negative impact on your overall conversion rate. It considers the drop-off at each step in relation to the previous step. This can help you pinpoint the stages where user engagement is declining most significantly.

By analyzing both absolute and relative drop-off, you can gain a comprehensive understanding of how users navigate through your funnel and where improvements can be made to optimize conversion rates.

Funnel Insights

You can access the fundamental insights of a funnel without the need to click into the detailed view. To view these insights, follow these steps:

  1. Go to the "Analyze > Funnels" page

  2. Click on the insights button, which is represented by a bulb icon, corresponding to the specific funnel you're interested in.

    funnel insights

  3. Our AI model automatically generates these insights. To be included in the insights, variables must contribute more than 5% of the total funnel traffic. If you require a more comprehensive exploration of the funnel, you can click on the deep dive icon located at the bottom of the insights.

    funnel insights view

  4. Clicking on the "Deep Dive" button will take you to the detailed view of the funnel.

Detailed view

  1. Go to the "Analyze > Funnels" page

  2. Look for the "Detailed View" icon associated with that funnel and click on it.

    funnel detailed view

  3. This action should open a detailed view of the selected funnel, providing you with more in-depth statistics and insights about user behavior within that specific funnel.

funnel detailed view metrics

At the very top of the page, users will see the total number of users that visited the funnel and the conversion rate. In this case the number is 220 is the number of users that visited the funnel and 14.09% is the conversion rate i.e., the percentage of users that completed all the steps specified in the funnel.

funnel top metrics

At the very bottom of the page, you will see in a detailed analysis the overall conversion rate for the funnel. In the detailed analysis of your funnel in Usermaven, you can find the following key metrics:

  • Total Users Entered (Step 1): This is the number of users who initially entered the funnel.
  • Users Completed (Step 2): The number of users who successfully completed the second step of the funnel.
  • Drop-off Rate: This represents the percentage of users who did not complete the second step of the funnel. It's calculated by dividing the number of users who dropped off by the total number of users who entered the funnel.
  • Overall Conversion Rate: This is the percentage of users who successfully completed the entire funnel. It's calculated by dividing the number of users who completed all steps by the total number of users who entered the funnel.
  • Average Time: The average amount of time it took for users to complete the entire funnel.

These metrics provide valuable insights into how users are progressing through your funnel, where they might be dropping off, and the overall conversion rate for that specific funnel. This information is crucial for optimizing your user journey and improving conversion rates.

funnel table

In the middle of the page, you'll find a visual representation of your funnel's data presented in bar graphs. Each bar represents a specific step in the funnel. When you click on any of these bars, you'll access a detailed view that provides essential metrics related to that particular step. These metrics typically include:

  • Drop-off Rate from Previous Step: This metric indicates the percentage of users who didn't proceed to the current step from the previous one. It helps you understand where users are dropping off in the funnel.
  • Drop-off Ratio from Previous Step: The drop-off ratio provides a more in-depth view of how many users are leaving the funnel at each step. It's calculated by dividing the number of users who dropped off by the number who entered the previous step.
  • Average Time in the Step: This metric reveals the average amount of time users spend in the current step. It can be valuable for assessing user engagement and identifying potential bottlenecks.

By examining these metrics for each step, you gain insights into the performance of your funnel and can pinpoint areas that might require optimization to enhance the user journey and boost conversions.

funnel table steps

Funnel Breakdown

Once you encounter a funnel drop-off that you'd like to investigate more deeply, Usermaven provides a feature that allows you to analyze the traffic sources contributing to this drop-off. You can break down the user base of your funnel based on location, technologies, and the first touchpoint. Here's how to access this breakdown view:

  1. Go to the "Analyze > Funnels" page

  2. Look for the "Detailed View" icon associated with that funnel and click on it.

    funnel detailed view

  3. At the very top of the page, right beside the "Overview" tab, you'll find the "Breakdown" option

    funnel breakdown options

By selecting "Breakdown," you'll gain access to a more granular view of your funnel's data, allowing you to identify the geographical regions, technologies, or initial interactions that may be influencing the drop-off. This breakdown view provides valuable insights for optimizing your funnel and improving conversion rates.

By first touchpoint

  • Source: Under the "First Touch" breakdown, the first heading is labeled "Source." This section displays the sources from which traffic for a particular step in your funnel originates.

    For instance, in the provided image below, you can observe that users are arriving at the website via various sources, including direct visits, Google, Facebook, and other platforms. This breakdown helps you pinpoint the origins of traffic for a specific step, allowing you to identify the most significant sources contributing to your funnel's performance.

    funnel breakdown by source

By location

You have the capability to filter traffic for a specific step based on country or city. This functionality provides a comprehensive analysis of which regions around the world are generating the most traffic. It helps you pinpoint regions where your ad campaigns or overall visibility may require improvement, allowing you to tailor your strategies for specific geographic areas.

funnel breakdown by location

By technology (Browser, OS, Device)

You can also access a breakdown of traffic for each step in the funnel based on device, browser, and operating system.

For example, in the image below, approximately 184 users visited the website from a desktop setup, while only 19 users visited from a laptop. Similarly, there were 16 users on mobile devices and 1 on tablets. This breakdown helps you understand the diversity of devices and platforms used by your audience, enabling you to optimize your content and user experience accordingly.

funnel breakdown by technology

Funnel Comparison

Usermaven also offers users the capability to compare funnels. Comparing funnels over different time periods is a valuable way to identify trends and assess the impact of changes you've made to your website or product on user behavior and conversion rates.You can compare a funnel's performance for the current day against that of the previous day, week, month, quarter, or year. Alternatively, you can set a custom date range for comparison.

Use Cases

Let's delve into how different scenarios impact user behaviors by comparing various funnels:

  • Different Ad Campaigns: Did the users from our Facebook ads go through the buying steps differently than the ones from our Google ads?
  • Before and After Feature Launch: Before we added the new chat feature, how were users buying compared to after we added it?
  • Website and Signup Flow Revamp: Before we updated our website and made changes to our signup process, how did users sign up compared to after the redesign and changes? Did more people finish signing up? Where did they mostly stop or hesitate in the new flow compared to the old one?
  • Different Plans: Do users trying our basic plan have a different experience than users trying our premium plan?
  • Discount vs. No Discount: How do the steps change for users who got a discount code compared to those who didn't?
  • Before and After Redesign: Did changing the look of our app make users buy differently?

Steps to compare funnels

  1. Go to the "Analyze > Funnels" page

  2. Look for the "Detailed View" icon associated with that funnel and click on it.

    funnel detailed view

  3. Select the "Compare" option.

    funnel compare

  4. To compare a funnel choose a comparison option from the dropdown menu under "Compare."

    funnel comparison options

In the image below, you can see a comparison between September 11th (the present day) and September 10th (the previous day). This allows you to track daily changes and measure the effectiveness of your optimizations or marketing efforts.

funnel period comparison

For example, in the image above, it is evident that the number of users who visited the website on September 11th was 17, while on September 10th, only 9 people visited the website, indicating a drop in site visitation. Similarly, the conversion rate, i.e., the sign-up rate on September 10th, was 0%, while that of September 11th is 5.88%. This comparison helps you identify how changes in traffic and user behavior affect your conversion rates from one day to another. It also shows the average time spent by a user to complete the process of sign-up.

Sharing a funnel

Usermaven offers a convenient feature for sharing your funnels with others when the need arises.

  1. Go to the "Analyze > Funnels" page

  2. Look for the "Detailed View" icon associated with that funnel and click on it.

    funnel detailed view

  3. To share the funnel, simply locate the 'Share' button at the top right corner of the detailed view of your selected funnel.

    By clicking on this option, you can generate a link that's easily copyable. You can then grant access to individuals by sharing this link, allowing them to view the insights you've gathered.

    sharing funnel

Modifying a funnel

Once your funnel is set up, you can easily adjust the step ordering or apply filters if needed. To rearrange the steps, simply click on the edit icon, typically represented by a pencil, and then hold the icon located to the left of the step number in the configuration area of the screen.

modifying a funnel

Drag the step to your desired position, or change the funnel order etc. and then click on "Update" to save the changes.

update funnel

Duplicate Funnel

Creating another funnel that's similar to one you've already made in Usermaven is a breeze. Here's a quick guide:

  1. Find the funnel you want to duplicate within your Usermaven account.

    find funnel

  2. Look for the "Duplicate" icon associated with that particular funnel. This icon is often represented as two overlapping squares. Click on the "Duplicate" icon. This action will bring up a new screen where you can make some adjustments.

    duplicate funnel

  3. In the screen that appears, be sure to modify the name of the funnel to distinguish it from the original one. You can give it a unique name that reflects its purpose or any changes you're making.

    duplicate funnel steps

  4. After updating the name, click on the "Create" button to confirm the changes.

    create funnel

  5. You will then see the new funnel added to your list of funnels. It's now ready for you to work with and analyze separately from the original.

    duplicate funnels list