Conversion Funnels

The Conversion Funnels feature enables you to track how many sessions reached a specific page guided by a defined process, as well as identify the number of dropouts you had at any specific level. It is a very powerful tool, which makes it possible for you to easily check whether your visitors follow the paths you want them to follow, and reach the page you want them to reach. 

To help you understand this feature better, we've divided the article into the following sections:

1. Counting Sessions as Funnel Conversions
2. Creating a Funnel
3. Conversion Funnels Overview
4. Filters and Other Options
5. Detail View of a Funnel

Right above the tiles, you can see a date picker. This enables you to select a certain time period, or specific day, for which you want the Dashboard's data to correspond.

It is crucial to limit the presentation of data to specific dates or timeframes during which you executed potential campaigns or implemented other strategies. This will allow you to assess the effectiveness of these actions and use the insights gained for future planning.

Important Note: The app now remembers previously set segments, filters, filter templates, and date intervals, even when you navigate away from the page, log out, or log back in. When your session expires or you close the tab, it automatically switches back to the default setting of "Last 30 Days."

Before you get started with your first funnel, it's important to understand how funnels work and which sessions are counted as conversions. The Conversion Funnels feature enables you to track the success rate of your defined (conversion) processes or procedures on your website. You can simulate any visitor journey on your website and see how many visitors leave a conversion path or actually pass through it completely.

Having a funnel set for a certain flow on your site, can be of great help to identify possible improvement possibilities on your website and much more. Please see the following example on what a funnel may look like:

Home -> Shop -> ProductX -> Cart -> Thank you

     A -> B -> C -> D -> E         

For every created funnel, sessions will be counted as converted, even if visitors navigate to other pages on your site between funnel levels. Even repeating the steps is allowed. The crucial factor is that a visitor must visit the funnel levels in the exact order during the session. As long as the funnel level order is respected, the session is counted as converted.

Hence, the following user journeys will be counted as converted for a funnel:

• A   >   B   >   G   >   C    >   I    >   D   >   E
• F   >   A   >   H   >   B    >   A   >   C   >   D   >   E
• A   >   B   >   B   >   C    >   D   >   E   >   E

If a visitor skips one of the steps, the conversion will not happen:

• A   >   B   >   D   >   E (missing funnel level "C")

In this case, the visitor will be counted as a dropout at level "B".

For help in creating your first funnel, more details can be found below at Create Funnel section.

With the module "Conversion Funnels", you have the ideal tool, to track the success rate of your defined (conversion) processes or procedures on your website. Our enhanced Conversion Funnels can now be created based on way more complex dimensions.

You can simulate any visitor journey on your website and see how many visitors leave a conversion path or actually pass through it completely. Conversion Funnels are one of the most important analysis tools for user behavior, as they show you directly where you are losing deals, customers or money.

To create a new funnel, click the Create Funnel button in the upper right corner of the Conversion Funnels Overview. The steps are structured as follows:

1. Funnel Name: Here you can choose whatever name you think is suitable for this funnel and which allows you to find it easily in the overview.
2. Funnel's Expected Conversion Rate in %: This is an optional setting that you can add for overview purposes. It will later be displayed on the funnel detail page, allowing you to compare the actual conversion rate with the expected one you provided here. This gives you an insight if you were able to hit your goal conversion rate or how close you are to your target.
3. Funnel Level: This represents the current number of levels in the newly created funnel. The information is filled out automatically while you add more and more levels to the funnel. Please note that the current funnel structure supports a minimum of 2 and a maximum of 14 levels within the application. The level name is optional.
   For each funnel level, the user can now choose between the following base criteria that need to be fulfilled for a visitor to be considered “converted” (for this particular level):
   • Website Page Visited
   • Custom URL Pattern Visited
   • Custom Event Triggered
   • Ecom Event Triggered
   • Alarming Behavior Event Triggered
   • External URL Visited (Outgoing Traffic)
   • Auto Event Triggered
4. Add New Level: Here you can add another level to your funnel, following the same options as described above.

For each base criterion, additional fields are available to further refine the targeting. These will be discussed in the following sections.

Note that you cannot have a page from the domainwww.website-one.com at level 1 and a page from a different domain,www.website-two.com, at level 2, unless the other domain has been whitelisted and is being tracked accordingly.

Once you have entered all the necessary information and added all the desired levels, you can either select “Create & Activate Funnel” directly or “Save as draft” to activate it later.

After setting up the funnel and collecting data, you can begin funnel analysis to see how many visitors dropped off at each step. This allows you to understand why visitors left the process and improve your user interface (UI) to achieve higher conversion rates and increase the number of visitors completing the intended journey and reaching their goal.

Important Hints:

• “Visitor Limits” has been removed.
• Make sure that when defining a URL pattern, the URL filled in is still part of the selected domain and not a different one (unless the other domain has been whitelisted within your settings).
• For every created funnel, sessions will be counted as converted, even if visitors navigate to other pages on your site between funnel levels. The crucial factor is that a visitor must visit the funnel levels in the exact order during the session. As long as the funnel level order is respected, the session is counted as converted. Even so, if a visitor skips one of the steps, the conversion will not happen.

For each level within a funnel, as previously mentioned, users can now select from the following seven base criteria that must be satisfied for a visitor to be considered "converted" at that specific level. Each of these criteria includes additional fields for more precise targeting.

The first base criterion is Website Page Visited.

When you select Website Page Visited for a funnel level, a dropdown menu will appear, listing all detected pages on your website along with their page titles and URLs.

Begin by creating a name for your funnel and optionally set the Funnel's Expected Conversion Rate (%). 

To configure this funnel, click the dropdown icon to expand the menu and set up the following fields:

• Level Name: (Optional) You can enter a descriptive name for this funnel level.
• Level's Base Criterion: Click the dropdown list and select Website Page Visited.
• Select a Page: Use the text search box to quickly find the URL or browse the list below.

Note: You need to define at least two levels to save this funnel. For the next level (Level 2), you can either select Website Page Visited again or choose from the other available base criteria.

Once all necessary information is entered and levels are added, you can proceed by selecting either "Create & Activate Funnel" or "Save as draft" to activate later.

If you're looking for a more advanced way to define a funnel level, this option is for you. Selecting this base criterion will display the “Select a URL Pattern” dropdown menu, offering the following options:

• Simple url match: All page views that match your entered URL in any form will be tracked. This is the case even if the URL via which your visitor arrived on the page has additional elements such as query strings, fragments, protocol, etc. As long as the URL you added to this field is contained within the URL the visitor uses, the page view will be tracked.
• Exact url match: Only page views for which a URL 100% matches the URL you entered in the field below will be tracked. If the visitor's URL contains any other information, such as query strings, fragments, protocol, etc, the page view will NOT be included.
• URL starts with: Only targets URLs that start with the value you entered. This is effective when you want to match a group of pages sharing the same base path.
• URL contains: This will track actions on each page that contains the URL mentioned. You can use fragments or the URL, maybe something that represents that page, etc. will mean that page views of these pages will all be included.
• URL ends with: This logic is more lenient and matches any portion at the end of the URL path, regardless of what precedes it.

Hint: Enter URL (segment) with or without "www." or "Https://" based on selected URL pattern.

Every time you create a new funnel, a new row is added to the Conversion Funnels Overview table. By default, it is displayed in a table view with the following columns (from left to right):

1. Funnel Name, Creation Date & Creator: This column displays the name of the funnel, the date and time it was created and the name of the creator.
2. Status: Displays the current status of the created funnels if it's Published or Draft.
3. Levels: Shows the number of levels and the URLs of the first and last levels you have added.
4. Funnel Sessions in Selected Time Range: This column shows the number of sessions that were already tracked for this funnel. The higher the number, the more relevant the information is.
   Important Hint: New funnels are now capable of automatically showing funnel sessions of time periods even before the funnel was created. Hence you might already see visits for a newly created funnel right after creation. You can update funnel results by changing the time period in the date picker.
5. Converted Sessions: Shows the amount of converted sessions.
6. Conversions Rate: Displays the percent-wise how many sessions have been converted.
7. Your Expected Conversion Rate: This is the conversion rate that you have set as a reference when creating the funnel. The closer, the better.
8. Actions: In this column, you'll find three options to choose from:
   • View Funnel Details: Click this icon to enter the detail view of the selected funnel.
   • Activate: only for funnels on Draft status
   • Three dots menu icon: Shows three more options - Edit Funnel Name, Copy Funnel's Link and Delete Funnel.

Important Notes:

• To delete a single funnel, select it's individual tile.
• To delete multiple funnels, tick the box next to "Select" on the top left of this report block and choose "All". Untick the boxes for the funnels you do not want to delete. Then, click the "Select an Action" dropdown and select "Delete All Selected Funnels".

Alternatively, you can switch the view by tapping the Menu Icon on the top left of this report block, then selecting "Card View" from the drop-down list. Instead of the default, which is the table view discussed in the Conversion Funnels Overview, you will now see the conversion funnels individually displayed on each card.

You'll discover fundamentally the same information here, but opting for this would be the best choice if you wish to concentrate on the metrics of each conversion funnel.

On the top portion of the card, you will find the funnel name, creation date, and name of the creator. Below it, you'll find the funnel’s current status and levels. Hover over "Levels" to display the names of each funnel level, the custom URL pattern, and the associated URL.

You will also find the number of funnel sessions that have been tracked for this funnel, the number of converted sessions, and the actual conversion rate.

At the bottom of each card, you’ll find the “View Funnel” button. When clicked, it will lead you to the detail view where you can see complete details, including the option to watch a video of the dropouts.

On the Conversion funnels Overview, you can use filters to understand the data at a granular level. There are two filters available:

1. Funnel Name: Enter the complete funnel name or at least a portion of it. This will filter funnels containing the entered word or phrase.
2. Status: You can choose between:
   • Published: Funnels that have been published and gathering data. Note that unlike heatmaps, there is NO possibility to pause the collection of data. You would have to create a new funnel for this.
   • Drafts: Funnels that have been created but not activated yet. It can be activated at any point in time.

You can also customize the number of entries shown per page and easily navigate through the data using pagination.

Once you have entered the detail view of a funnel, there is a lot more valuable information available. This acts like a funnel report.

Remember that a funnel represents a certain process that you have defined. From a bird's eye view, you will see the exact shape of the funnel, constructed from the number of levels you have added to it.

The first level is consistently displayed in green at the top, followed by the succeeding levels and the last level is consistently shown at the bottom. The coloring is dependent on the conversion rate --low (red), medium (gradient of red and green), and high (green).

The view is structured by the following main elements (compare with the screenshot above):

1. Date Picker: Using the date picker, you can filter the results of a funnel based on a certain period of time. The funnel could be different in the first weeks in comparison to the weeks after (maybe you did a change on the corresponding pages to improve your conversion rate).
2. Funnel Sessions in Selected Period: The total number of sessions received by this funnel. It also includes a percentage that shows the comparison to the previous period, helping you track changes in funnel activity over time.
3. Actual Conversion Rate: The actual amount of conversions.
4. Funnel Sessions Converted In Selected Period: Displays the number of sessions that have been converted and a percentage that shows the comparison to the previous period.
5. Your Expected Conversion Rate (optional): This is the number of conversions set when creating the funnel. This can be edited.
6. Funnel Name: The assigned name for your funnel. This can be edited.
7. Total Funnel Levels: Shows the total number of levels you defined when creating the funnel.
8. Created On: Shows the date and time when the funnel was created.
9. Created By: Shows the name of the person who created the funnel.

On the left side of the funnel diagram, you can view the funnel levels, URLs assigned to each level, and the dropouts recorded for each level. This is an important aspect so you can monitor where, at any given level, the visitors dropped out.