{"id":1684,"date":"2017-09-22T14:10:47","date_gmt":"2017-09-22T12:10:47","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/drill-down-into-key-segments-to-understand-and-improve-your-funnel\/"},"modified":"2017-09-22T14:10:47","modified_gmt":"2017-09-22T12:10:47","slug":"drill-down-into-key-segments-to-understand-and-improve-your-funnel","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/drill-down-into-key-segments-to-understand-and-improve-your-funnel\/","title":{"rendered":"Drill Down Into Key Segments to Understand and Improve Your Funnel"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>Here is an note on Drill Down Into Key Segments to Understand and Improve Your Funnel.<\/p>\n<p>Be sure to read the full article and view the original source<\/p>\n<p>The funnel has become a key part of the modern-day marketers toolkit. It\u2019s the first report they peak at on Monday morning, and the last report they check before leaving for the weekend on a Friday. <\/p>\n<p>All serious analytics tools have some version of a funnel report, with differing degrees of flexibility and features. Some are narrower, allowing for a limited number of use cases, while others are more full-featured with advanced conditions, date ranges, and advanced segmentation.<\/p>\n<p>Kissmetrics has a Funnel Report of our own. It\u2019s flexible and has a lot of great features that you can use right \u201cout of the box\u201d. <\/p>\n<p>The Kissmetrics Activity Report is a bit of a natural extension of the Funnel Report. It\u2019s great for segmenting into one or multiple event(s).  <\/p>\n<p>This post will show how marketers and growth teams can use the Funnel and Activity report in tandem to garner even greater insights through segmentation. Let\u2019s see how. <\/p>\n<h2>Funnel Report: Identify Opportunities<\/h2>\n<p>The standard funnel use case is tracking the key steps from first visit to conversion. A funnel for a SaaS company may have these steps:<\/p>\n<ol>\n<li><strong>Visited site<\/strong> \u2013 They visited your site but haven\u2019t converted yet.<\/li>\n<li><strong>Signed up for trial<\/strong> \u2013 Visitors signed up for a free trial of your product.<\/li>\n<li><strong>Activated<\/strong> \u2013 Some product activation occurred. They installed the JavaScript, added a team member, etc.<\/li>\n<li><strong>Billed<\/strong> \u2013 They decided they wanted to keep the product and started paying for it after their trial expired.<\/li>\n<\/ol>\n<p>Dropoffs can occur anywhere in this funnel. Most sites get about a 3% conversion rate, so the biggest \u201cdip\u201d will be from 1-2. But if steps 2-3 also have a big dip, that could signal an issue with your onboarding <em>or<\/em> your marketing is getting unqualified people to signup. <\/p>\n<p>An e-commerce funnel may look like this:<\/p>\n<ol>\n<li><strong>Visited site<\/strong> \u2013 Same as the funnel above \u2013 they visited but haven\u2019t converted.<\/li>\n<li><strong>Viewed product<\/strong> \u2013 This may or may not be in most funnels, but it\u2019s a necessary step in the funnel.<\/li>\n<li><strong>Added product to cart<\/strong> \u2013 they showed enough interest to add a product to the cart.<\/li>\n<li><strong>Purchased<\/strong> \u2013 they ordered the product(s).<\/li>\n<\/ol>\n<p>Dropoffs in this funnel can occur in steps 3-4, and here it is important to \u201czoom in\u201d with a funnel and view each micro step that occurs between 3-4. There are typically a lot of steps that customers have go through after they add an item to the cart and before they purchase, so it may help to create a funnel just for this flow. <\/p>\n<h3>Example<\/h3>\n<p>You\u2019re the marketing manager for a SaaS company, and it\u2019s Friday afternoon and you\u2019re going through your analytics data for the past week. You pull up the Funnel Report and spot your opportunity:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/saas-funnel-opportunity.jpg\" class=\"alignnone size-full wp-image-34151\" \/><\/p>\n<p>This really isn\u2019t a bad funnel. Most SaaS companies would love a 7%+ conversion rate. And further down the funnel, there\u2019s a solid conversion rate to activating the product (these conversion rates will depend on the complexity of the product and the conditions for the <em>Activated<\/em> event). The amount of trial users that upgrade is healthy, at 7.7%. A better trial experience, attracting the right customers, achieving product\/market fit, and addressing the biggest issues trial customers face can improve this conversion step.<\/p>\n<p>But, there\u2019s always room for improvement. <\/p>\n<p>For now, we\u2019ll focus on improving our signups. Most conversion rates are improved by a\/b testing, but in this post we\u2019ll drill down into this <em>signed up<\/em> event.<\/p>\n<h2>Activity Report: Drilldown to Understand What\u2019s Driving the Dropoffs<\/h2>\n<p>To use the Activity Report, we\u2019ll simply select the date range and event. Since we want to pick up from our Funnel Report, we\u2019ll select the Signed up event and use the same date range. We\u2019ll run the report and this is what we get:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/activity-report-week.png\" class=\"alignnone size-full wp-image-34152\" \/><\/p>\n<p>This shows signups per day for that week. We can see that it peaks in the middle of the week, and then falls off, reaching its low on Friday. <\/p>\n<p>Now we\u2019ll drilldown to see what\u2019s driving these numbers. While we have many properties, there are only a few properties that could be causing this. Since we\u2019re concerning ourselves with a <em>marketing<\/em> event (a person signing up), we\u2019ll use a <em>marketing<\/em> property. I like our <em>Channel<\/em> property. It splits visitors into 6 different channels depending on where they came from. <\/p>\n<p>An extension of <em>Channel<\/em> is <em>Channel: Origin<\/em>. This lists the channel and the corresponding URL or Campaign Name. If a visitor came from nytimes.com then they\u2019ll have the <em>Channel: Origin<\/em> is <strong>Referrer: nytimes.com<\/strong>. <\/p>\n<p>Now that we have that, we\u2019ll use the <em>Channel: Origin<\/em> property as a \u201cfirst step\u201d to breakdown the signups for that week. <\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/channel-origin-activity-report.jpg\" class=\"alignnone size-full wp-image-34153\" \/><\/p>\n<p>Here\u2019s what we get:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/trends-over-the-week-activity-report.jpg\" class=\"alignnone size-full wp-image-34154\" \/><\/p>\n<p>The bottom part of this image are the top 3 <em>channel: origins<\/em>. We see organic search is where most people came from, then AdWords, and the third is direct. The graph is the visualization \u2013 showing us how these interact with each other. <\/p>\n<p>Just at this level, we can already see that our signups are directly correlated with how much organic search traffic we get. If you scroll back up, you\u2019ll see that overall signups and signups from <em>organic: google<\/em> are tied together. <\/p>\n<p>Underneath this section, we get the numbers:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/activity-report-segmentation.jpg\" class=\"alignnone size-full wp-image-34155\" \/><\/p>\n<p>We see there are 103 different <em>channel: origins<\/em>. We\u2019re only looking at our first few so we can get an idea of what is sending us signups. <\/p>\n<p>Let\u2019s evaluate the Copyblogger referrer further. To do that, we\u2019ll click the <em>Add value<\/em> and add that property:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/add-value-activity-report.png\" class=\"alignnone size-full wp-image-34156\" \/><\/p>\n<p>We\u2019ll click the Copyblogger option and get the visualization:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/activity-report-signed-up.jpg\" class=\"alignnone size-full wp-image-34157\" \/><\/p>\n<p>Compared to our others, it\u2019s not adding much. Our first three channels are the ones that are really bringing home the bacon. And with organic being our top channel, we know that we need to keep our organic traffic flowing \u2013 otherwise our business will be impacted. This can be considered a <em>risk factor<\/em> to the business. <\/p>\n<h2>Conclusion<\/h2>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/drill-down-into-segments\/\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1684\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1684\" ).width(jQuery( \".scroller_1684\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>Here is an note on Drill Down Into Key Segments to Understand and Improve Your Funnel. Be sure to read the full article and view the original source The funnel has become a key part of the modern-day marketers toolkit. It\u2019s the first report they peak at on Monday morning, and the last report they &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/drill-down-into-key-segments-to-understand-and-improve-your-funnel\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Drill Down Into Key Segments to Understand and Improve Your Funnel<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Drill Down Into Key Segments to Understand and Improve Your Funnel - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/drill-down-into-key-segments-to-understand-and-improve-your-funnel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drill Down Into Key Segments to Understand and Improve Your Funnel - test\" \/>\n<meta property=\"og:description\" content=\"Here is an note on Drill Down Into Key Segments to Understand and Improve Your Funnel. 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