When it comes to optimization, there’s perhaps nothing more important than conversions. And Funnel Analytics Reports are a great way to identify problem areas in your conversion processes so that you can fix them. There are dozens of funnels you can - and should - measure, but that can be overwhelming when you’re first getting started.
So let’s take a look at the ones you should focus on. Based on our years of experience working with mobile app developers and marketers, we're sharing the three Funnel Reports you should measure.
The Onboarding Funnel
Once a user downloads and signs up for your app, the work has only just begun. Now you need to make sure the user sets up their account and gets real value out of your app. In other words, you need to onboard them.
Each app is going to have a different onboarding process, depending on what exactly it does. So how do you define what your onboarding process looks like?
Start by listing every step a user needs to take to properly onboard to your app and see its value. Maybe the user needs to fill out a profile, grant access to their microphone, or confirm their phone number.
Here’s an example onboarding process for a photo storage and sharing app:
- Sign up
- Grant access to photos
- Share album(s) with friends
When we put these steps into a Funnel Report, this is what we get.
We can see from the Funnel Report that most of the users stop at the “grant access” step and don’t share with their friends. Only about 3.8% of all users who sign up share one or more albums with their friends.
Optimizing the Funnel
Now we know this is the main area where users are dropping off and we need to optimize this part of our onboarding process. There are many things we can test to improve our conversions at this step. For example:
- Highlight the sharing step during onboarding
- Remind users to share 2-3 additional times after the initial prompt
- Use Facebook logins to auto-populate share suggestions based on Facebook friends
- Prompt users to share immediately after they create each album
- Offer users extra storage space for every friend with whom they share
Whatever we choose to implement, we can then test out our solution to see if it positively impacts our conversions.
The best way to do this is to look at the cohorts section at the bottom of the Funnel Report, which allows us to compare how well groups of users who signed up on the same day convert.
If users who sign up on or after the day we implement our updates have better conversion rates than those who signed up before, then we have a strong indication that our solution was effective.
Pay Attention to Your Date Range
Another factor that may influence your results is the date range. Some steps will simply take longer for users to do. In the example above, we have our date range set to 30 days. However, many users likely start building their photo albums and then decide to share them further down the line, after the first 30 days.
Even though sharing albums with friends is a key part of the app’s onboarding, some users may not be ready to do it immediately. If we want to look into this, all we have to do is change the data range to a longer period of time (e.g. last 365 days) and then compare our conversion rates.
The In-app Purchase Funnel
Many mobile apps offer in-app purchases, whether it’s another life in a game, a rideshare service, or premium content. Whatever it is, these purchases are likely your bread and butter, so you need to measure them.
Just as with the onboarding funnel, the first action item here is to list the steps a user needs to take in order to complete an in-app purchase. For example:
- Click “upgrade”
- Select desired option from menu
- Add payment method
- Complete purchase
The Funnel Report for the conversion process would look like this.
We can see that we lose most of our customers when they get to the “Add Payment” step - about half of them drop off here. Now, this isn’t a surprise. As we’ve mentioned in the past, whenever you ask a user to make some kind of commitment, such as a financial one, you will almost always see a large drop-off. However, that doesn’t mean we can’t do anything about it.
A few solutions we can implement and test to improve conversions at this step include:
- Store users’ credit cards to make in-app purchases easier
- Allow users to make in-app purchases with Apple or Google Play accounts, cutting out the “Add Payment” step altogether
- Display a security certificate or badge, in case a lack of confidence in the app’s security is hindering customers
Once we implement our solution, the most important thing to do is monitor and measure its impact on our conversions.
The Campaign Funnel
You may run ad campaigns, email campaigns, social campaigns, or other types. The one thing all campaigns have in common is that they spend company time and money, so understanding which ones are effective is extremely important.
And how do we know which ones are effective? You can rely on simple metrics like click through rates, but I imagine your ultimate goal is not to get a customer to click. Rather, you likely have some type of call to action or conversion event tied to your campaigns - that’s what you need to measure. Funnels let us break this down.
Let’s say we’re running an email campaign where we are offering a limited time discount. We can measure the campaign's effectiveness by building a Funnel Report like the one below.
We’re able to include email events, such as opens and clicks, in this Funnel Report thanks to our AppConnect integrations, which enable us to seamlessly sync outside data with Woopra in real-time.
Keep in mind that users do not have to do all of these steps in the same session. The user may open the email and click the link which opens the app, then browse through the app, close it, and come back to the app later when they complete the final two steps.
The Funnel Report we just looked at gives us a very strong idea of how effective that particular email campaign is and where its weak spots are. However, sometimes we want to compare campaigns against one another. In that case, we can set up our Funnel Report and then use the Compare feature in the bottom portion to see our campaigns side by side.
Here we see that Partnerships have brought us the greatest number of new users (273 users) over the last 30 days, but Facebook Ads have brought us the best converting customers (22.9% upgrade to Premium) over the last 30 days. We can clearly compare our different campaigns to understand how each one influences our conversions, and ultimately our bottom line.
When optimizing any funnel, it’s important to constantly test and monitor your metrics. As we always say, you simply can’t improve what you don’t measure.