One additional statistic worth tracking is the stage-to-stage proportions. Where possible, it can be good to show both values so long as it does not clutter up the visualization too much.įor some visualization tools, you may have the option to show other annotations for each stage. The relative proportions can provide quicker insights into how effective each stage of the process is. Absolute counts are valuable at the start and end of the process to build an understanding of the overall volume of users. In a funnel chart, the standard annotation options for each stage usually include showing the raw number of users or the proportion of users compared to the opening stage. Statistics to highlight in a funnel chart Note that there will not be enough detail in a funnel chart to say why an unexpected drop has occurred, so funnels are best used as a high-level visualization before moving into a deeper investigation. This chart type shows how the starting whole breaks down into progressive parts.īy visualizing the number of users that make it to each stage of the process, a business can understand where there are significant drop offs and try to make changes to the user experience for the better. When you should use a funnel chartįunnel charts are most often seen in business or sales contexts, where we need to track how a starting set of visitors or users drop out of a process or flow. On the other hand, once the product was in cart, most users then followed through to a purchase. There was another fair relative dropoff between viewing the linked page, and adding the product to the cart. In addition, listed next to each bar is the proportion of users remaining with respect to the first stage.įrom this chart, we can see that the largest absolute gap was between viewing the email and clicking on the promotion link. Each of the five stages of the pipeline are associated with a bar whose length corresponds with the number of users that completed each stage. The example funnel chart above depicts responses to a fictional email campaign regarding a special product offer. The number of users at each stage of the process are indicated from the funnel’s width as it narrows. The chart takes its name from its shape, which starts from a broad head and ends in a narrow neck. A funnel chart is a specialized chart type that demonstrates the flow of users through a business or sales process.
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