Analysing Website Abandonment with Funnels

Shivam Bhonsle Updated by Shivam Bhonsle

Funnels are an effective way to measure how many users are reaching each step through your websites journeys. Funnels can be used to understand why and where certain users drop off from your website before they convert.

Reasons for these drop-offs could include:

  • Error Messages
  • Obstructive Banners or Pop-Ups
  • Non-Responsive Elements like buttons

Below is a guide on how to use funnels to quickly understand website abandonment and identify issues with your website.

Identifying the Causes for Drop Offs

  1. Click on Funnels → View Funnels from the Insightech dashboard
  2. Select the funnel that you want to explore
    1. Insightech will generate a funnel graph that shows how many users have made it to each step, but also those that have dropped off

  1. Identify which section of the conversion funnel has the biggest drop-off or abandonment
  1. Select the abandoning users for this section. You can do this by:
    1. Clicking the bar chart red section that represents the abandonment
    2. Clicking the 3 dots to the right of the step, and selecting 'View Drop-offs'
A list of session replays will appear for all the users that dropped off at that particular step

  1. Click on a replay to view a customer journey through your website that abandoned at the step you selected. You can now jump to the specific point where this user abandoned to explore what caused it.
    1. The session replay overlay can be used to track user behaviour and clicks across your website. This includes any broken buttons, elements or content.
  1. Click Analytics → Segments and Filters Applied if you would like to segment data and make comparisons between customers. These can include:
    1. Before and after changes are made to your website
    2. Different date ranges

Click here for more info about how to use Segments and Filters

  1. Select Done to return to the session replay list to analyse similar users
    1. The users in this list have not converted and dropped-off from your website. Dig deeper into these session replays to uncover the different issues these users may have encountered.
Insightech segments the data based on users who have dropped-off at this point in the funnel. Click through to different reports like your dashboard to see high-level metrics about these users who abondon your funnel.

Identifying funnel abandonment means that you have a granular understanding about issues on your website to fix, and improve your online customer experience.

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