Conversion path analysis

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Example of a conversion path analysis

The conversion path analysis or funnel analysis ( eng. Funnel analysis) comprises the assignment and analysis of a series of events that lead to a defined goal, e.g. B. the process from advertising to purchase in online advertising or the process that begins with user loyalty in a mobile app and ends in a sale on an e-commerce platform. Conversion path analyzes are an effective way of calculating conversion rates for a specific user behavior. This can be in the form of a sale, registration, or other intended act by an audience.

The term funnel analysis comes from the analogy with a physical kitchen or garage funnel that narrows along its length and lets in less volume. Likewise, an analytical funnel helps to visualize how a large number of people get into the funnel, but only a small part of them carry out the intended actions and the desired goal on a website , e-commerce platform, application or online game reached.

Practical applications

The conversion path analysis can be used to determine the conversion rates and bounce rates in a particular funnel. It can be seen how many users actually make it to the end of the funnel, for example to make a purchase or to register, compared to the number of abandons in the path.

By continuously monitoring and analyzing funnels, it is possible to assess whether changes to an application or platform are having a positive effect on conversion rates. For example, one might find that only 10% of users who come to a platform and step into the registration funnel actually achieve the goal of registration. With the conversion path analysis it is then possible to optimize settings or features within the funnel. The success rate of a marketing campaign can also be determined by monitoring a funnel that guides users from the first event to purchasing a product.

The conversion path analysis helps determine the point at which users drop out. The next step is to understand the reasons for the abandonment and thereby increase the overall conversion.

Industries for the conversion path analysis

See also

Web links

Individual evidence

  1. ↑ Jansen, BJ and Schuster, S. (2011) Bidding on the Buying Funnel for Sponsored Search Campaigns . Journal of Electronic Commerce Research. 12 (1), 1-18.
  2. ↑ Using Funnel Analysis to Measure User Conversion Rates | Apsalar. Retrieved June 18, 2019 (American English).
  3. ↑ Fio Dossetto: Funnel Analysis: 3 Ways to Increase Conversions + 2 Advanced Tips. Retrieved June 18, 2019 (American English).
  4. ↑ Funnels. In: Behavioral Data Analysis and Visualization | CoolaData. July 11, 2013. Retrieved June 18, 2019 (American English).