Funnels

Updated on April 17, 2018
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See how users go through an entire process to reach a goal and gain a deeper understanding of user experience and actions. Use Funnels to compare users journeys both with and without WalkMe. Funnels allow you place Tracked Events into a sequence so you can visualize drop off in a process and compare different user segments.

The Short Version

While Tracked Events allow you to see how users interact with specific features and pages, Funnels give you greater insight into how these events relate to larger business processes. Using Funnels you can see how users go through an entire process and where they drop off, and then view sessions to learn what barriers may be causing them to not complete the end Goal. Funnels also allow you to compare how two different Segments complete the same process. For example, you can see if Users that engage with WalkMe are more likely to complete the entire process than those that do not.

Use Funnels to:

  • See where users are dropping off in an onboarding process
  • Compare different segments of users during the checkout process
  • Find out which campaigns are more likely to result in signing up for events
  • Identify confusing steps in a process that are keeping users from completing them

How it Works

Funnels are created using Tracked Events and Custom Events (Events sent via API) that are then ordered into a specific sequence. You must have at least 2 Events to create a Funnel so be sure to create all necessary Events before you start building your Funnel. WalkMe Visions then filters all available sessions by this sequence of Events starting with the first one. The first event in a Funnel is always listed as 100% since a funnel generally calculates the percentage of users that complete the entire process. Visions then calculates the percentage of users that complete each subsequent Event in the sequence. Each stage in the Funnel must be completed in the specific sequence that you set to be calculated in the results. Visions also calculates the percentage of Sessions that do not reach the next stage of the Funnel, these are referred to as users that “drop-off” during the process and displayed in circles.

Clicking on any Event in the Funnel instantly filters Sessions below so you can view actual Sessions in that stage of the Funnel. Since it’s just as important to understand why users drop off during a process you can also click the drop-off percentage circles to instantly see Sessions that included the previous Event but did not reach the following Event in the sequence.

Note: Funnel results only show when users complete the sequence of events in a specific Session. Meaning if users leave your site and return later to complete the process they are not included in the Funnel results.

Viewing Funnel Results

When a Funnel is created it includes all available Sessions in WalkMe Visions including those that happened in the past. You have the option to view results related only to a specific Segment in WalkMe Visions (different than Segments in the Editor). You may also change the date range for results as well.

Funnels are especially useful in comparing different groups of users. For example, you can compare a Segment of users that did not use WalkMe to a Segment of users that did use WalkMe and see how the results differ.

Creating a Funnel

  1. From Visions, click Funnels from the left menu
  2. Click + New Funnel.(The Create a New Funnel panel appears on the right.)
  3. Type Funnel Name
  4. From Step 1, select Event from drop-down menu
  5. From Step 2, select Event from drop-down menu 
  6. Continue adding steps until Funnel is complete
  7. Click Save Funnel button
  8. Done! Funnel will appear with percentage results

Analyzing Results

  1. From Visions, click Funnels from the left menu
  2. From Funnel Name menu, select Funnel. Funnel will appear
  3. Select Segment
  4. Select date range
  5. Compare results by adding a separate Segment and period of time on the right side of the “VS.” text
    1. From Choose Segment menu, select comparison Segment
    2. From Choose Period, select date range
  6. Done! Funnels results for each Segment and period are displayed next to each other

Example Funnels

Below are examples of different types of funnels you can create for different use cases.

  • An Onboarding Process
    (Enter email address → Create password → Set preferences → Registration complete)
  • Conversion Tracking for Purchase Process
    (View item → Add to cart → Checkout  → Enter payment information → Purchase complete)
  • Completion of a Task
    (Visit reports page → Search for report → Run report → View report results → Export report)
  • Marketing Campaign Effectiveness
    (View a campaign message → Click message action → Visit campaign page → Registration complete)

Best Practices

  1. Start with Tracked Events
    You must have at least 2 Tracked Events or Custom Events to create a Funnel, so start by deciding what the meaningful events are on your site and create Tracked Events for them.
  2. Create User Segments
    In many situations, you’ll want to compare two different groups to see if one, in particular, is more successful at completing the full process. Make sure to create your Segments beforehand. Learn how to create Segments in WalkMe Visions.
  3. View Drop-Off Sessions
    Why are users not completing the entire process? Simply click the dropped circle to view all the sessions where users did not reach the following stage in the funnel. Are there insights that you can take from these Sessions? Perhaps you’ll notice that a specific page or feature is stopping them from completing the process.
  4. Use WalkMe to Improve Results
    Use WalkMe to address any issues that are causing drop-off. After you launching WalkMe you can even compare the same Funnel before you published WalkMe and after you published WalkMe to see if you have better results.

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