Every product has its conversion goals, and although many analytics tools successfully tell you how many users have converted or abandoned the different flows of your app, the real wealth is in the information that is hidden behind these metrics.
Why do users leave? What do they do when they abandon these processes? And what differentiates them from users who do convert?
UXCam combines quantitative and qualitative analytics to tell you the full story. Here're a few tips on how you can analyze conversion and dig deeper into what motivates your users to complete (or not) certain actions in your app.
#1 Create funnels to track all key processes within your app
You can combine screens with events to create extremely detailed funnels to track each important process of your app. Such as purchase, booking, delivery, order, etc. First, decide whether you want user or session funnels (read about the session and user funnels here).
A few common use cases:
1.1. Registration funnel - session funnel
Add all the required steps for the registration as an event to break down your sign-up funnel and gather more details about drop-offs.
E.g. Create a funnel with app launch as a first step, and add each of the fields completions as one step (enter name, last name, add phone number, validate phone number, enter email, create password, add address, registration completed, registration confirmed).
💡 TIP » To collect more info about possible errors with the process, send them as events e.g Password_fail and include the reasons as a property of the event e.i. weak_password
1.2. Purchase funnel - user funnel
Add all the steps required to complete a purchase within your app, the more events you track, the more detailed your funnel will be.
E.g. you can have a funnel with screens including login, product, cart, and checkout. However, if you add events such as view_product, add_to_cart, add_payment, select_delivery, complete_payment, purchase_confirmed you will see exactly at which step your users left the purchase flow and identify issues or roadblocks faster.
All the key actions or processes in your app could have a funnel, you should first define a milestone and then create a funnel with the steps required to achieve it. A few examples of well-known tools could be:
Zoom: Schedule a call + Hold a call + share a call link
Trello: Create a board + Create a list + Create a card
Nike training: See workout list + Start workout + Finish workout