Interpreting Funnel Analysis Results

Funnel analysis is a valuable tool for analyzing user behavior, enabling you to make data-driven decisions about how to improve the user experience and optimize user engagement (see overview).

Loops uses visualizations to present this data in a visually engaging, step-by-step format – so you can easily identify areas where users are dropping off or experiencing difficulties, as well as which users are more likely to do so.

For each visualization, any time numbers are displayed in tabular form, you can alternate between percentages and raw numbers – simply hover over the column name and toggle between “%” and “#”. Meanwhile, any time you see an illustration of a full funnel, you can toggle between the “Previous” and “Initial” view to alternate between the type of conversion data you’re seeing (learn more).

To view a funnel analysis you have created in Loops, go to the "Analyses” page and click to open the relevant one.

“Funnel Overview”

The first visualization in a funnel analysis shows the quantity or percentage of users who completed each step in the funnel and the entire funnel itself. Each conversion rate is based on either the number of users who initiated the funnel by completing the first step (“Initial” view) or the number of users who completed the previous step (“Previous” view).

As you can see above, the shape of the visualization varies in accordance with the completion rate for each step. And at the right-end of the funnel, you can see the full-funnel conversion rate (the percentage of Total Users who completed the funnel within the specified “Time frame”.)

“Conversion by Step”

The “Conversion by Step” visualization shows how the conversion rate of each step in the funnel changes over time. This enables you to identify trends and determine whether conversion rates are increasing or decreasing over time.

Each step is represented by a different-colored line, and conversion is plotted on a weekly basis. You may filter the visualization by segment(s) in order to examine conversion behavior for specific population(s). You may also use the toggle at the top-right corner to alternate between a line graph and grid format.

In this visualization, you can choose whether conversion is based on the number of users who initiated the funnel, or the number of users who completed each step (see “Previous” vs. “Initial” views”).

“Conversion By Segment”

The “Conversion by Segment” visualization shows the conversion rate for each segment of the population, for each step in the funnel or the full funnel itself (“Funnel CVR”). This enables you to identify overperforming or underperforming segments.

Here’s how it looks when you have selected the “CVR by Segment” tab and the “CVR” view.

The colored dot next to each number indicates how far the conversion rate is from the average for that column (a.k.a. the entire population). Green signals overperformance, while red signals underperformance.

If you toggle to the “Change” view, you’ll see how the conversion rate for each segment for a specific step changed from that step's general conversion rate. Again, the color of each dot indicates the significance of the change.

Next, if you click the second tab (“{Funnel Name} Funnel by Segment”, you’ll see all this data in a funnel format, as illustrated below: