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Conversion Funnel


Since 7th December 2020, we've applied a redesigned version of Conversion Funnel (see our announcement post here). If you are finding information about the legacy Conversion Funnel, please refer to this document.

Conversion Funnel refers to a "journey" that a subject goes through in a particular business context. For example:

  • A lead's progress in a sales funnel: lead sourcing → lead qualified with a sales call → follow-ups → lead becomes customers
  • A customer's progress in an e-commerce's funnel: visits website → browses for products → adds products to cart → purchases → becomes repeated customers

The Conversion Funnel Chart helps you visualize such journeys and the conversion rates between the steps.

When to use Conversion Funnel?

Conversion Funnel is useful when you want to have full visibility on a process, identify opportunities to improve a drop between steps in the funnel.

Create a Conversion Funnel

The Conversion Funnel Chart has two components to visualize your funnel: the chart and the table.

The chart will display the overall funnel, while the table shows a detailed break-down of the funnel over multiple legends.

  • Breakdown: help you break your funnel down by one dimension. In our example, we want to see this conversion funnel by country so we dragged the Country field in.
  • Values: each value field you drag in here will represent a step in the funnel. In our example, we used 4 values to build that funnel: Number of people who visited the page (Sum of Visited), Number of people who signed in (Sum of Signed In), number of people who viewed listings (Sum of Viewed Listings), number of people who booked a hotel (Sum of Booked Hotel).

Note that you can change the steps' order by re-arranging the fields' order in visualization settings.

Styling options

  • Columns color: choose the color for your the columns
  • Circle color: choose the color for the circle containing the overall conversion rate

Let us know what you think about this document :)