A funnel report displays the visitor data collected for the funnel, which includes the number of visitors, conversion rates, and the overall performance of the funnel. A funnel report gives you the information on how the visitors progress through different stages and where they drop off.
To access a funnel report, go to INSIGHTS > Funnels. From the funnels dashboard, select the funnel for which you want to view the report. Now, to view the report, go to the DETAILED REPORT tab.
A funnel report is typically divided into four sections:
1. Filters
You can filter the funnel reports based on the dates and segments if you have enabled the segmentation option for the goal.
Filter by Date
Click on the Date Filter, and select the date range for which you want to view the reports and click Apply. By default, the funnel report displays data for the last 30 days.
- Last 30 Days: View reports of the last 30 days from today.
- Last 7 Days: View reports of the last 7 days from today.
- Yesterday: View yesterday's funnel data.
- Today: View today's funnel data.
Filter by Segments
Click on the User Segments, and from the various segmentation options, select the segment for which you want to view the funnel report for and click Apply. The funnel overview chart is filtered to display the relevant data after applying a particular segment. To learn about using report segmentation, refer to Applying Post-segmentation on Test or Insights Reports.
Report-Specific Filters
Click on the Report Segments, and from the various segmentation options, select the one which you want to view the funnel report for and click Apply.
- Funnel Trigger Time (Day of Week) - View funnel data for specific days of the week.
- Funnel Trigger Time (Hour of Day) - View funnel data for specific hours of the day.
- Funnel Revenue - (for funnels with revenue goals) filter report by revenue value.
2. Adding Observations
While analyzing your website to understand why visitors aren’t taking an action that you want them to, you make certain observations. The problems you identify may be technical issues (for example, the site loads too slow), the inappropriate visual hierarchy on a page (for example, the sign-up button is placed right at the bottom of the page), distractions from CTA (like a fancy carousel that distracts users from the sign-up button, or you may even feel the information presented is not communicating the goal of the page.
VWO allows you to record such observations. The recorded observations form the basis of identifying common patterns or problems that can eventually lead you to potential optimization opportunities.
Using the eye icon present next to the filters section, you can add an observation corresponding to a funnel and save it for future reference. VWO saves a snapshot of the funnel report along with the observation you added. To access the observation at a later point of time, select the funnel you want to work with from the funnels dashboard and click the eye icon.
As soon as you click on the eye icon, the Add Observation panel appears. To add an observation, click CREATE AN OBSERVATION. While creating an observation, you must configure the following fields:
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Description: write about the behavior or activity you observed
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Page URL: enter the URL of the page where you made the observation
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Attachments: upload the attachments, if any
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Labels: enter labels to make this Observation easily searchable
3. Funnel Overview chart
The Funnel Overview chart displays the conversion rate data for the last 7 days. It allows you to track the number of visitors as compared to the number of actual conversions at each stage of the funnel.
By default, The Funnel Overview chart displays the conversion rate data for the last 7 days. If you have applied the date or segment filter, the corresponding data is displayed in this chart.
The drop-off percentage value indicates the percentage of the visitors who did not proceed to the next goal in the funnel. By clicking on the arrow button next to the DROP OFF percentage, you have the option to view the Heatmaps and Recordings of your visitors.
3. Goal Performance Metrics
This section of the funnel report shows the total number of goal conversions in the funnel.
4. Performance for the Goal with Respect to the Funnel
This section displays the day-wise report of the conversions pertaining to the funnel. Here, you can view a graphical representation of each goal present in your funnel separately. All you need to do is click on the goals that appear at the top of this section, and the graph corresponding to the selected goal appears.
