Best Practices for Funnel Analysis

Consider your website’s conversion funnel analysis to be the process of creating a delicious sandwich. To enjoy the flavor, you must define specific fundamental steps and precisely time the ingredients. The same is true for funnels. Let’s take a look at the best practices for creating and analyzing a funnel that will help your digital business to the greatest extent possible:


Capture the Movement:

Website conversion funnels are, of course, constantly in motion. It would be best if you analyzed them to understand where it is heading in order to make accurate forecasts for the future. You can accomplish this in two ways:

  • At regular intervals, take pictures of the funnel.
  • Changes in field history values are being examined.

Concurrently, capturing conversion rates for each step of the funnel is critical to understanding how it can be optimized for the best conversion scenario. You can accomplish this by:

  • Examining for pitfalls that are sabotaging conversion rates.
  • Making small changes at each conversion step to understand the impact on the overall funnel.


Measure Funnel Velocity:

The rate at which a prospect becomes a lead or a customer is referred to as funnel velocity (depending on the goal of the funnel). Measuring this metric gives you an idea of how quickly prospects move through the funnel and how productive your funnel is. In addition to a bird’s eye view, you should examine the velocity of the funnel at each stage to identify bottlenecks and opportunities.


Evaluate Sub Funnels:

Marketing and sales funnels can also include sub-funnels that are defined by slicing the data based on key variables like volume, conversion rates, velocity, and more. This will assist you in identifying the changes that will result in more effective revenue growth.

Here are some examples of sub funnels:

  • Marketing Sub-Funnels: Lead Source, Campaign, or funnels based on geography, vertical industry, and product.
  • Sales Sub-Funnels: By sales rep, sales manager, or sales team, or funnels based on geographic region, vertical industry, and product.


Determine Funnel Momentum:

Once you understand funnel velocity, movement, conversion rates, and the sub-funnels involved, you will be able to connect the dots and forecast the future. Your next step should be to accurately forecast the funnel’s future results by analyzing the impact of every possible change made to it.

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Execute Cross-Funnel Comparisons:

Based on the various paths users take through the website before converting, your website can (and should) have multiple versions of the conversion funnel. You should conduct an active cross-funnel comparison analysis to fully understand the areas that can be optimized. This will assist you in understanding the business variables on which you should concentrate your efforts and the impact they will have on overall revenue.


Many other aspects and concepts of the Growth Funnel have yet to be addressed. Join DelhiCourses to gain a thorough understanding of the fundamentals of Digital Marketing while also learning from industry experts.

About the Author- Gaurav is a digital marketing trainer and writer with many years of experience in the field. He often writes guest posts for DelhiCourses, an institute known for its digital marketing course in Delhi & Digital Marketing Course in Varanasi.