Funnel Analysis

What is a funnel Analysis?

You can perform a step-by-step analysis of how users enter the service and achieve a specific goal with the funnel analysis. The steps in the funnel Analysis can be created using the events. This allows you to check the conversion/bounce rate of each step.

The advantages of the funnel analysis are as follows:

  1. You can easily assess how an improvement affects the overall service experience with the data
  2. When a problem occurs within the product, you can quickly identify the cause of the problem by understanding the whole process at a glance.
  3. Identify the step with the highest bounce in the customer journey and then improve it first to solve the problem efficiently.

Supported types of Funnel

Currently, Hackle offers three types of funnel analysis: Any Order Funnel, Closed Funnel and Direct Order Funnel. You can select the type according to the purpose of the analysis

1. Any Order Funnel

This Funnel analyzes all users who have reached each stage without considering the sequence of the funnel stage.
Therefore, there may be a middle-high funnel rather than a gradual reduction in the Any Order Funnel
This Funnel is useful when it is difficult to clearly understand the sequence of user behavior within a product

Any order funnel will calculate various user events case as follows

2. Closed Funnel

Based on the order of the funnel steps, the user who entered the first step and has reached the n-step after steps 1 to n-1 will be calculated as converted, even if there is another event in the middle of each step.

Closed Funnel captures cases in which a user enters the first stage of the service and then deviates from the order in the middle and then visits again. Even if the user leaves the flow halfway, it can be used to determine whether the user has ultimately gone through the intended sequence (path) from the first step to the last step.

Closed funnel will calculate various user events case as follows

3. Direct Order Funnel

Based on the order of the funnel steps, the user who entered the first step and has reached the n-step continuously will be calculated as converted. This means that the analysis does not include users who participate in the funnel from the intermediate stage, not from the first stage, or those who leave the intermediate stage.
The Direct order funnel is useful to ensure that the user has been through a certain flow without any deviations and in exact sequence. The biggest difference from a closed funnel is whether different step events are allowed between the funnel step.

  • Closed Order Funnel : Allow different step events between funnel steps
  • Direct Order Funnel : Disallow different step events between funnel steps

Direct Order funnel will calculate various user events case as follows

How to Use

Hackle's funnel analysis provides data-backed information on how users navigate through the designated paths ("funnels") within your product, and identifies the problem areas where users bounce from your website or page.

1. Choose Event to analyze

  1. Choose Funnel Steps

Select an event for each stage according to the purpose you want to analyze (for example, funnel data up to purchase completion).

When you press [Add Step] in each step, you can see the list of events in the workspace and select an event from the list.

After selecting an event, you can select detailed conditions through the property filter, and you can change the order immediately by dragging the steps after selection.

Up to 10 steps can be selected, and event information is calculated each time a step is selected, and you can check the funnel chart of the selected events in the chart below.

  1. Choose User Segment

Select the user segment you want to analyze.

You can select an events or property that fit your analysis purpose or goal. For example, if you want to analyze users who complete a purchase, select the "complete_purchase" event.

Also, if there is a User Segment already created, you can select Event Group or Test Device on the list.

You can select A/B Test, Feature Flag that you used via Hackle service. When you choose the #20 A/B Test, it can bring the Group A, B of #20 A/B Test automatically.

Up to 3 user groups can be selected, and each group can be easily identified in different colors on the graph as below.

2. Set a period, funnel type

You can select the period you want to check (3 days, 7 days, 14 days, etc.) or set the desired period directly through [Custom].

You can change or select the funnel aggregation type by clicking the button to the right of the chart.

Then you can see the conversion rate, conversion users.

Also Yon can select the other period to compare the data. (e.g. previous day/week/month or select custom date).

Then you will see the compared data between standard period and other period.

It will show you the compared date in graph and table either. In result table, you will see each conversion data per step and see the compare data between different period.

3. Save Funnel Chart

Save the title and description of the funnel chart so that you can recognize the set data, and click the [Save] button at the top.

Saved funnel charts can be checked at any time from [Data Report] in the left navigation.

Use Case

You can use funnel analytics to answer questions as below.

1. About Acquisition

  • What percentage of users converted through the signup funnel within 7 days?
  • How did the subscription conversion rate change after the large-scale update?

2. About User Behavior

  • At what stage of the signup funnel do most of your users drop off?
  • What is the final conversion rate between users accessing the service and making a purchase?
  • How will the conversion take place until the user pays?
  • Where can the most efficient improvement be made to increase sales of the service?

3. About Payment

  • How did the payment funnel conversion rate change in a specific region (e.g. Japan, USA)?
  • Which path has the highest payment funnel?
  • Where do users churn the most in the purchase process?