Funnel Analysis

Funnelglossary×FunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term→ analysis is a quantitative UX and CRO method used to track how users move through a defined journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ and where they drop offglossary×Drop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term→.

It breaks a journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ into steps, such as landing, browsing, adding to basket, and completing a purchase, and measures how many users progress between each stage.

Unlike qualitative researchglossary×Qualitative ResearchQualitative research explores user behaviours, motivations, and experiences through non-numerical data.Open glossary term→, funnelglossary×FunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term→ analysis focuses on behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ at scale using analytics data. It shows what is happening, but not why.

The goal is to identify frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ points, drop-offsglossary×Drop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term→, and opportunities to improve conversionglossary×ConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term→.

Use this method when you need to understand performanceglossary×PerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term→ across a journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→.

It is most useful when:

Set up properly.

Before you start, be clear on the journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ you want to analyse, the key steps in that journey, and how those steps are tracked in analytics.

Make sure your tracking is accurate. Poor dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ leadsglossary×LeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term→ to poor decisions.

Run the method.

Funnelglossary×FunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term→ analysis is dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→-driven and structured.

Define the funnelglossary×FunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term→ steps clearly. Measure how many users reach each step. Calculate conversion ratesglossary×Conversion RateConversion rate is the percentage of users who complete a desired action compared to the total number of users.Open glossary term→ between steps. Identify where the largest drop-offsglossary×Drop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term→ occur. Segment data where relevant, such as device, channel, or user type.

Focus on identifying patternsglossary×PatternA reusable solution to a common design problem.Open glossary term→ rather than isolated numbers.

Capture and make sense of it.

The value comes from identifying where and how users drop offglossary×Drop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term→.

Look across dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ to identify major drop-offglossary×Drop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term→ points, trends across segments, differences between devices or channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→, and changes over time.

Use this to prioritise where to investigate further.

Focus on:

Most issues come from:

Funnelglossary×FunnelA funnel represents the stages users go through from initial interaction to completing a goal, showing how many progress or drop off at each step.Open glossary term→ analysis shows what is happening, not why it is happening.

Done properly, this method gives you:

If this sounds like something you need, we can help you identify where users are dropping off and how to improve conversionglossary×ConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term→.

No guesswork. No assumptions. Just clear insightglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→ you can act on.