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Maximize Your Mobile App's Success with Conversion Funnels

A funnel is an effective tool for tracking user progress through a journey toward a specific goal. In marketing and sales, this goal is often to convert website visitors into paying customers. However, funnels serve a different purpose in mobile apps. While conversion is still a key consideration, the focus shifts to goal completion within the app. By analyzing user behavior in this way, app developers can gain valuable insights into how to optimize user experience and drive engagement.

Funnel analysis is a crucial aspect of assessing app performance and should be a fundamental component of evaluating user engagement with an app. If you prioritize user journeys and experience, incorporating funnels into your analysis is essential.

A marketing funnel is a visual representation of the customer journey from awareness to purchase. It's shaped like a funnel because it starts with a wide audience and narrows down to a smaller group of people who actually make a purchase. However, marketing's ultimate goal is to create a seamless customer experience that doesn't feel like a funnel at all. This can be a challenge, but it's essential to building long-term customer relationships.
A funnel is a powerful tool that helps you track your app users' journey and evaluate whether they are performing the desired actions. These actions can be anything from clicking on a button, signing up for a form, or purchasing. By analyzing your users' behavior, you can identify where they drop off and what challenges they face while completing the desired actions. Moreover, it enables you to get a better understanding of your users and make data-driven decisions. Overall, using a funnel can help you optimize app performance and improve user engagement.

For example, UserX, a UX analytics platform, offers the feature "Conversion Funnels" that helps you pinpoint the stage where users leave your app and detect the underlying reasons for churn. Furthermore, you can view session recordings of these users and fix the issues identified, which will lead to an increase in revenue.

Case Study

Our client experienced a drop in sign-up conversions after releasing an update of their app.

With the help of conversion funnels they discovered that users were not completing the registration process at the last step.

Curiously, despite including all necessary information for registration, users were not completing the process.
To identify the root cause of the drop in sign-up conversions, the team analyzed session recordings of users who experienced issues. It was discovered that the Create account button was below the screen, resulting in a poor user experience.

Despite testing, the issue went undetected as it only surfaced on select group of Android devices. As a result, sign-up conversions dropped by 10%.

After resolving the layout issue, the team was able to restore the conversion rate to its previous level.
The layout issue with a button on Android devices
To get started, it's important to define the user journey you want to track. Take some time to brainstorm the most relevant paths and the ultimate user journey that ensures goal completion. From there, set up various goals for each funnel you plan to create.

It's essential to avoid including unnecessary stages toward goal completion, as this can skew the data and result in inaccurate completion rates. To prevent this, start by defining the goal itself and work backwards to identify each step required to achieve it. Once you've mapped out the different paths and goals, it's time to select a software tool to track and analyze the data. With regular use, funnels can become a daily habit that generates exciting insights and inspires new ideas for improving your mobile app.

Concluding Thoughts

Now that you understand what a funnel is and how it can be used, it's time to act. Acquire a funnel for yourself and start using the right data to analyze properly. With this information, you can improve your marketing strategy and increase user retention and engagement. Begin by identifying user journeys and measuring which path works best for your business.