Funnels

Analytics

Learn where you're losing visitors and find out why so you can work towards a more intuitive user journey that drives more conversions.


Screenshot of an exemplary 3 step conversion funnel

Map and Measure the Ideal User Journey

No matter the purpose of your website, there are typical actions that you want visitors to take: signing up for a newsletter, scheduling an appointment, or making a purchase—you name it, the money's in the conversion.

Siteimprove Funnels is built to monitor your most important user journeys towards conversion. All you need to do is choose a sequence of steps you want website visitors to take—and with a few clicks, you begin tracking completions, conversion rates and the time it takes to complete all steps in the funnel.

You can quickly analyse what happens between each step and share the results in a detailed yet digestible way with team members or management.

Screenshot of an exemplary funnel highlighting how people re-enter the funnel or where they go when dropping out of the funnel

Identify Leaks in Your Conversion Funnel

In a perfect world, all website visitors would follow the ideal path you’ve laid out for them. In reality, people have their agenda, get distracted, or simply lose interest along the way. Siteimprove Funnels helps you:

  • See where people drop out of the funnel and what they do instead
  • Understand why some visitors convert, and others don’t
  • Go beyond the obvious and discover new paths to conversion

For each step in the funnel, you can dig into the details to detect high drop-off rates, alternative routes, or unexpected loops. This way you can effortlessly pinpoint problem areas that lead your visitors astray and prioritise accordingly.

Screenshot of exemplary funnel metrics highlighting the positive development of funnel completions and conversion rate

Optimise for Conversion

After you’ve identified where you have issues in your conversion funnel, it’s time to fix them. Pair Funnels, for instance, with Behavior Maps to find out where visitors focus their attention on a specific page—and where they don’t. Are people navigating the page as intended? Can they easily find the next button to click? Are promotional banners distracting during the sign-up process?

Equipped with better insights into your visitors' behaviour, you can implement changes in content and layout to finetune the path to conversion. Over time you can track improvements and compare conversion rates to optimise the process continually.

Who should use Funnels?

All too often website conversion funnels are only considered relevant for online stores and the checkout procedure. Nothing could be further from the truth: There are countless ways to put Funnels into use regardless of your organisation's size, industry, or market. What matters is what you want to achieve with your website.

This is where you start: To build a funnel, think about the end first. What do you want people to do on your website? How would you define a successful website visit? Whether it’s a brochure download, a form submission, or a demo sign-up - each desired action typically involves a series of steps that lead up to the successful completion. A step can, for example, be a visit to a specific page, a click on a button, or a video view. There are virtually no limits to what you can define as a funnel step.

Imagine you’re a law firm and want your visitors to quickly find and contact the right attorney for their specific case. This might happen through a contact form or by downloading an electronic business card. Once you’ve identified your end goal, consider the ideal path to get there. Visitors looking for a copyright lawyer might enter your homepage (step 1) and head straight to the employee section (step 2). They might then filter the attorney list based on a suitable field of practice such as ‘intellectual property law’ (step 3) and dig deeper into individual employee profiles (step 4) before deciding to get in touch (step 5).

From here, you set up your funnel in Siteimprove by picking pages and actions you want your visitors to take. Once you’ve decided on the right order, you begin tracking how visitors move from step to step towards conversion. The best thing: it is as simple as it sounds and free from complex syntax, rules, or other confusing variables.

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