What is a Conversion Funnel?

A funnel is a visual representation of the journey you expect your customers to take towards a conversion on your website. By setting up a funnel, you can view where customers are stuck so you can improve their web-experience to drive more revenue.

With Insightech, a conversion funnel can be made with historical data and be set up any event or user behaviour on the website. From there, you can identify exactly where users drop off, and use our session replay tools to see why users are struggling. 

How can Funnels be used?

Conversion funnels can be used to: 

  • Determine conversion rates and identify where users are dropping off
  • Understand the why - uncover issues at stages of your acquisition flow that cause your users to drop off
  • Pick up on technical errors where users try to get to the next step, but can’t (e.g. clicking “Pay Now” but not reaching the confirmation page)

Segments and filters can also be overlayed to understand if certain audiences are experiencing greater drop-offs than others at certain steps in your funnel, which helps you understand where to focus your efforts. 

Accessing Funnel Reports in Insightech

  1. Navigate to the Funnel tab on the left panel from your dashboard

  2. Select View Funnel for an analytics breakdown of each stage of your customer’s journey. This includes, 
    • Total Sessions 
    • Customer Drop-Offs 
    • Conversion Rate 
    • Open/Closed Funnel

  3. Click on View Sessions to see replays that correspond with users who have reached a specified stage of your funnel.

Defining Funnel Steps

When creating a conversion funnel, each stage of your customer journey needs to be clearly defined in Insightech so that user behaviour is tracked. This ensures that data generated from your funnel is accurate.

How to Set Up a Conversion Funnel with Insightech

  1. Navigate to Funnels → Add New Funnel from the Insightech Dashboard

  2. Name the conversion funnel

  3. Input the name and filter for the first step of a customer’s journey. The filter is the necessary action that a user needs to complete before conversion.

    • For Example: (Typical Step 1 & 2 of a Funnel)

      Step 1 
      VisitedPage URLContainsInsightech.com
      Step 2VisitedPage URLContains"Product"

    • There are multiple drop down menus for different filters for you to specify exactly how Insightech captures funnel data for user behaviour on your website
  4. Repeat this process to create numerous events for your funnel. Each one should correspond to the next consecutive component of your customer’s journey.
    • The last is the point of conversion, e.g. a purchase, a successfully submitted “contact sales” form,  or an account registration.

  5. Click Submit and Insightech will create a completed conversion funnel

Open and Closed Funnels

Conversion rates can also be compared between open and closed funnels for further analysis on how users behave on your website.

  • Closed Funnels (default): visitors can enter the funnel only in the first step, and can only be counted in subsequent steps if they have reached all the previous steps. For example, for a user to count in step 4 of your funnel, they will have had to meet the criteria for steps 1 to 3.

  • Open Funnels: visitors can enter the funnel at any step (not just the first one).

Closed funnels are used to best understand where users are dropping off on the expected flow of your users towards a conversion. They are most commonly when you want to identify pain points that customers may experience in the conversion path.

Open funnels are used when you want to understand the accurate number of users at each stage in the funnel, regardless if they went through the previous steps. An open funnel is better for accurate reporting on raw numbers. 

  • For Example, measuring the total number of conversions, or the number of people who viewed the checkout page. 

With this you are able to compare how users can convert from different paths on your website. 

Rearranging Funnel Steps - Feature Update (18/8/22)

You can now rearrange the different steps of your conversion funnel with by clicking  .

This should make easier for you to alter your funnel or correct any funnel mistakes quick and efficient.

  • Note: We recommend to keep the first step and the last step (conversion point) of your funnel specific and unchanged unless necessary