Chapter 11

Analyze a user flow and funnel

By Anna Tomalik

Once you have defined goals for your website, you may start wondering how exactly visitors reach each particular goal. Is there a familiar path that visitors take to arrive at the signup page? And what happens when they go through the signup process? Do all visitors complete the signup? And if not, why do they quit?

There are no simple answers to these questions, but we do have tools that can shed some light on how people reach goals and what happens along the way. User flow and funnel reports are these tools.

Set up a user flow report

A user flow report shows you how people move through your website. You can set a key interaction and see previous and next interactions. The report can be set as three types:

  • Standard report: It will show you the next interactions after the key interaction. 
  • Transition report: It will illustrate the previous and next interactions to the key interaction.
  • Reverse report: It will show you the previous interactions to the key interaction.

For our case, we’ll use a reverse report because we’d like to see information about pages that a visitor went through prior to reaching a signup page. The reverse report will analyze the routes of all visitors and deliver a report that shows the well-worn paths.

To set up a reversed user flow report, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Custom reports.
  3. Click Add new report.
  4. Select the user flow report type.
  5. Name the report.
  6. Set up visibility for this report. You can make it visible only for you or for all your teammates.
  7. Click the setting icon for the key interaction.
  8. A setup for a reversed user flow report.
  9. Set up conditions for the key interaction. For example, Page URL is https://clearbank.com/sign-up/.
  10. A setup for a key interaction in a user flow report.
  11. On the left, click + to add the previous interactions.
  12. Optionally, set up conditions for previous events. In our case, we will leave interactions as page views because we want to see all pages that lead to the signup page.
  13. Analyze the report. In our case, 8 sessions happened at the minus-two interaction, 20 sessions dropped in at the minus-one interaction, and 26 sessions dropped in at the key interaction. In most cases, people took a path from the / page to /clearbank/benefits/ to /clearbank/sign-up/ or straight from the / page to /clearbank/sign-up.
A user flow report in Analytics.

By analyzing these numbers you’ll learn which path is working well, and this information can serve as a guide for designing a better website structure for your visitors.

Tip: To add filters to a user flow report, click Edit in the right, upper corner of the report and set filters in the Flow filters.

Set up a funnel report

In addition to a user flow report, you can create a funnel. The funnel helps you understand how people progress along a defined path and see where they drop out. For example, you can observe how visitors move through the signup process and spot the places where they decide to leave.

To set up a funnel report, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Custom reports.
  3. Click Add new report.
  4. Select the funnel report type.
  5. Name the report.
  6. Set up visibility for this report. You can make it visible only for you or for all your teammates.
  7. Name the first step.
  8. The setup for a funnel in Analytics.
  9. Click + Add condition.
  10. Select an event type. In our example, a page view.
  11. Define conditions for this step. In our example, Page URL contains /clearbank/sign-up/.
  12. The setup for a funnel in Analytics.
  13. Click + Add step, name and define conditions for the second step.
  14. Add more steps to the funnel.
  15. The setup for a funnel in Analytics.
  16. Optionally, set funnel filters. For example, you might narrow visitors to those from New Zealand. In our example, we won’t use any filter.
  17. Fileters in a funnel in Analytics.
  18. When you’re done, click Create report.

Once you’ve set the funnel, Piwik PRO will present the collected data in a funnel report. The funnel will work for past data, as long as each step of the funnel was tracked in the past. For example, a funnel with custom events will work only when you track those events.

To view the funnel report, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Custom reports.
  3. On the left, select the funnel report you want to work with.
  4. View the report.
A funnel report in Analytics.

By looking at the funnel report, you’ll be able to see how many visitors who entered the first step of the funnel completed the next steps. Also, you will see at which stage people drop off and the pages to which they click out.

To view the drop-off URL report, follow these steps:

  1. In the funnel report, click the drop-off section.
  2. A drop-off report in Analytics.
  3. View the report.
A drop-off report in Analytics.

A bit more about funnels

We’ve shown you an example of tracking the signup process, which is a defined path. It leads only from A to B to C to D. But you can set up a funnel for a different path and set steps that are not predefined. For example, you may want to see a funnel for reaching a pricing page. There are various routes people can take to arrive at this page. So before you create a funnel you can analyze a user flow report to see what is a popular route. You can select the one that is most commonly followed, and use it as the baseline for the steps in your funnel. The only thing that remains is analyzing all the data, drawing conclusions, and planning improvements. We’re sure you’re a master at doing that!