Understand Funnel Insights

Funnel Insights help you understand how end users progress through a specific process in your application.

How do Funnel Insights track progress?

First occurrence tracking: In Funnel Insights, Whatfix counts each step performed by an end user once and tracks only the first occurrence of each event.
Sequential completion: To be counted in a Funnel step, an end user must complete all previous steps in the specific order you set up. For example, Step 1 → Step 2 → Step 3.
Flexible progression: While the defined steps must occur in the correct order, the exact order is not enforced. This means other unrelated User actions, Page views, or Autocaptured events can occur between two Funnel steps without disqualifying the user from the Funnel.
Example:
If your Funnel is set up with the following events: Search → Add to Cart → Purchase, an end user who performs the following sequence is still counted as a successful conversion:
Search → View Product → Add to Cart → Purchase
In this scenario, the end user is included in the Funnel even though the View Product event occurred between the defined Funnel steps.

Once you create your Funnel, Whatfix provides a set of visualizations and metrics to help you analyze user behavior. Use the Funnel View to visualize progression and the Table View for granular data, and pinpoint bottlenecks in any process. These insights enable you to make data-driven improvements to your application, reducing user friction and enhancing the end-user experience.

Funnel View

The Funnel View of the events displays the following:

Total users shows the total number of end users present in the application. The count of Total users includes end users who may not have interacted with the Flow steps, User Action, Autocaptured events, or Page Views visualized in the Funnel. The count of Total users changes if you add any User filter.
The first bar represents all unique users who enter the Funnel.
Each subsequent bar shows the number and percentage of end users who continue to the next step.
The light-blue background bars display end users who reached the step but did not proceed.
Bar heights enable quick comparison of conversions between steps.

Step-level insights

Hover your cursor over any bar to view the following details:

Step Details for the first bar shows the number of unique users who enter the Funnel.
Step Details for the subsequent bars show the number and percentage of unique users who progress from one step to the next and the average time taken by the users to complete the step.
Step Details for the light-blue background bars show the number and percentage of unique users who drop off from the Funnel step.

Note:

Click each bar to create a Cohort of users who complete a Funnel step or drop-off from the step. For more information, see Create Cohorts from Funnel Insights.

Funnel Summary

Time taken to complete the funnel: The metric shows how long end users take to complete the entire process based on the following three measures:

Average: The value represents the sum of the total time taken by each user to complete a process, divided by the number of users. For example, the average total time taken by users to complete the entire Funnel is 1h 18m 18s. The calculation involves summing the individual completion times of each user and dividing by the total number of users. For more information, see How is the Average Time calculated in a Funnel?
Median: The median represents the middle value when the total time taken by each user is arranged in order from shortest to longest. For example, the median time taken by end users to complete the Funnel is 7m 1s. This indicates that half of the users took less than this time, while the other half took more.
95th percentile: The value represents the time taken by 95% of end users to complete the process. For example, the 95th percentile is 10m 17s, indicating that only 5% of users take longer than this to complete the process.
Slowest step: The metric identifies the specific Funnel step where users spend the most time, highlighting potential areas of complexity or technical friction. For example, the slowest step in the process is 4. Apply Standard Discount → 5. Save Quote, taking users an average of 31m 14s to progress.
Biggest drop: The metric identifies the step with the highest volume of user abandonment. For example, the biggest drop occurs between 4. Apply Standard Discount → 5. Save Quote, where 18.18% of users did not proceed to the final step.

Info:

Filter Funnels using the default and custom date filters.
funnel_date_custom_filter

Table View

The Table View provides a granular breakdown of your Funnel data in a list format. It displays the Funnel events, the exact count of unique users who engaged with each event, and the average duration spent on a step before moving to the next interaction.

For example, in the provided data:

Funnel steps: Lists the sequential process, such as Click 'Create New Quote' followed by Add Products to Quote.
Type: The type denotes the type of Funnel step, such as Flow steps, Custom events (User Actions or Autocaptured events), or Page views.
Unique users: Displays the count of users who completed each specific step. In the Funnel, 186 users completed the first step, while 99 users reached the final Save Quote step.
Avg. time before next interaction: Shows the average time users spent on a step. For example, end users took an average of 31m 14s on the Apply Standard Discount step before proceeding to save their quote.

Info:

To download the Funnel table data, see Download Funnel data.