In this article, we will explore the metrics and insights you can get from funnel analysis in UXCam.

Metrics summary

Get an overview of your funnel conversion performance by looking at the 4 metrics on top.  Let's take a closer look at each metric and the insights you can gain from them.

Total Sessions/Users (depending on your selection of session count or user count) : This metric indicates the total number of sessions or users that entered the funnel. It provides an overview of the volume of users you are analyzing and can help you understand the scale of your funnel.

Conversion Rate: represents the percentage of users who successfully completed the entire funnel sequence. It measures the efficiency of your funnel in guiding users towards a desired outcome. 

• A high conversion rate indicates that the funnel is effective in guiding users through the desired sequence. 
• A low conversion rate suggests potential usability issues or friction points that hinder user progress.

Total Conversions: This metric shows the total number of users who successfully completed the entire funnel sequence. It provides a quantifiable measure of the funnel's success in achieving the desired outcome.

Average Time to Conversion: The average time to conversion metric indicates the average duration it takes for users to complete the entire funnel sequence. It gives you an understanding of how long users typically spend in each step of the funnel. A long average time to conversion may indicate usability issues or user confusion in specific steps of the funnel. This metric is only available for ordered funnels 

💡 Tip » If you would like to analyze the time it takes to complete a specific task, you can also create a funnel with only two steps. 

 

Micro conversions

You can view the funnel micro conversions and corresponding drop-offs directly at each step of the funnel. By analyzing micro conversions and drop-offs, you can pinpoint the steps in the funnel where users are more likely to deviate or abandon the sequence. This information helps you identify usability issues or areas where users struggle, allowing you to optimize those specific steps to increase overall conversions.

Below the funnel view, you will be able to see a complete source of the data funnel including conversion rate  from step 1, conversion and drop off rate from previous steps as well as the actual amount of conversions and drop offs. 

How to analyze conversions over time? 

Funnels allow you to pinpoint the problem that is causing friction and drop offs in your app. If you'd like to analyze conversions over time and measure the impact of your initiatives, build conversion reports within the dashboard. 

Read more » How to analyze conversions over time  →

Filtering & Grouping

You can filter your funnel based on any event, device, user or engagement properties. Only users or sessions matching the filter conditions will be considered in the funnel. Delve into behavior analysis, validate hypotheses and get relevant and high quality insights with these filters. 

You can group your funnels to have a breakdown of your data and compare conversion rates between different groups. You can group by time, device and user properties to identify conversion rate variations.

In the table view,  you can easily compare the metrics across the different groups for each step.

 

Date Range

Filter or group by date range to compare funnel data for different periods. Analyzing specific dates is essential to  : 

• Analyze change in funnel efficiency before and after a UI release, a marketing campaign, or a new feature launch. 

• Track how conversions vary during different seasons, holidays, or specific time frames.

• Track the overall trends, monitor improvements or declines in conversion rates, and identify any long-term shifts in user behavior. 

User & Device Properties

• Filter or group by country or city to analyze conversions on a new market you just launched or compare funnel performance between different countries

• Analyze results of your A/B test - compare variant A vs.B users - and find out which one converts better.

• Filter or group by subscription type or by first-time users vs. users with a high session count to track and analyze whether conversions vary based on users' familiarity with the app.

• Filter or group by device platform to analyze an IOS or Android specific path or compare the conversion performances between both. 

Filter by Event

Filtering by event will help you analyze the impact of a certain action or behavior in your conversion funnel. For instance, are users that created a wish list converting better than those that haven't?

 

Getting to the why with session replay

To uncover the reasons behind user drop-offs and understanding the "why" behind their actions, you can watch the sessions replays. By clicking on the upper part of the graph, where drop-offs occur, you can access recordings of sessions where users abandoned the funnel. This allows you to observe their interactions, behaviors, and potential pain points that led to their disengagement. You can dig deeper in the user frustrations, confusion, or obstacles they encountered during their journey to convert

 

By clicking on the bottom part of the graph, where conversions happen, you can watch successful sessions and analyze the user experience that led to successful conversions. You can identify patterns, interactions, and features that contribute to positive outcomes.