Conversion funnel and paths to debug signup process

  • 24 February 2022
  • 1 reply
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duke
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We noticed that our signup metrics had dropped suddenly late last week, and needed to investigate why.  We initially looked at our ad sources, but after finding that they didn't reflect the same drop, began looking at the signup process itself.

 

Our existing Conversion Funnel showed us that most of the dropped users were dropping out at one stage, so we used Paths From to show us all steps after that stage.  Paths From showed us that users were taking a strange loop in the pages they were viewing, starting with a link on a page in the signup process. Reviewing the link, we found that it was misleading, and leading users in the wrong direction, preventing them from completing the signup process. Changed that link, and sign ups went back up!

 

Do you have other examples of debugging with Heap?

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Lane
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Hey @duke Thanks for pointing out a great way to use Paths From! Appreciate you sharing. 

 

Responding to your ask - here are a few other ways that I often see customers diagnosing sudden drops in conversion rate between key steps in Ecomm (conversion funnels) and SaaS (key workflows):

  1. Another that is useful is using Effort Analysis in funnels to identify steps that you do not anticipate to have high effort, but show a high number of interactions. 
    1. Create a funnel in Heap for the key workflow (if in doubt, start broader at first)
    2. Look at three signals between steps: # interactions, average time spent on step (note this is active time engaged, not “clock time,” so it’s pretty accurate)
    3. Retry rate - indicates that customers are leaving and coming back in another session (higher number may be indicative of friction/issue)
  2. Look at Step Suggestions (they will show up when a suggestion exists) to see what Heap suggests - this often leads to finding ‘bugs’ or unintended steps (and is the reason why it’s better to start more broad)
  3. Look at Group Suggestions - sometimes we find that only a specific country is broken (due to localizations, firewalls, etc.)
  4. If suggested use Hidden Paths - this will also show up conditionally if they exist. You can plug in a specific step and see how the conversion through the funnel differs if a user has done that step or not (really helpful when there are multiple ways to get through the flow and can help zero in on a specific path that is broken).

 

Other tips or success (and challenge/workaround) stories from the community?

Lane Hart

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