We are thrilled to announce that we’ve enriched our funnels feature with two new improvements today. These enhancements will provide our customers with more granular and useful information about the actions users take in their apps and insight into what exactly happens when they drop off from key conversion funnels.
The first new improvement is the ability to understand how the different attribute values are influencing your funnel conversions. The second enhancement is the ability to use attributes when creating funnels.
Analyzing a basic funnel should leave you asking more questions. Why did those users drop off between Step A and Step B? What did they do instead? Is there something unique about the cohort that converted and the users who did not? At Localytics, we have been answering these questions at a high level with funnels for some time. Now, with the release of these new attribute capabilities in funnels, you can understand in more detail what happens when users drop off. This functionality can answer questions such as: "In my news app, do users who read sports articles or business articles subscribe more often?" Or: "In my gaming app, are users who fail levels 1, 2, or 3 more likely to purchase helpers than users who fail levels 4, 5 or 6?"
Split Existing Funnels by Attributes
Let’s take an example of an eCommerce app. eCommerce apps understand how much revenue each of their categories produce. However, understanding how often item viewers convert to item purchasers in a category would drive app marketing initiatives for the app in a truly impactful way.
You may have an event in your eCommerce app that is fired when a user views a product. As an attribute of that event, you might track the category for the product (jewelry, sporting goods etc). A funnel could track viewing a product, adding to cart, and then checking out. Using attributes in your funnel analysis in Localytics, you can now understand not only what percentage of users drop off before adding to a cart, but also which categories are more likely to result in proceeding to checkout. In the example below, you can see which categories of product views result in more drop offs than others.
This information empowers you to customize the experience by category based on user behavior. You know that viewers of jewelry are much less likely to convert than viewers of shoes and accessories, so you can now send an in-app message to users who view jewelry. You can offer them a discount to "purchase now" and achieve a higher rate of conversion through such a targeted and contextual campaign.
Create New Funnels Based on Attributes
You can also now create a funnel that is based on a particular attribute value for an event. When setting up a funnel step, you can select an event, then select an attribute for an event, and specify the conversion value or values.
A real life example is in an app where I have registered and unregistered users. If my start screen has three options - “sign-up”, “login” and “later”, I may have an event for “start” that has attributes for method that can be “sign up”, “sign in”, or “later”. I want to understand how users who select to skip signing up and logging in (so users who choose “later”) perform throughout my funnel. The first step of my funnel can now be the “start” event with the attribute method of “later”. If these users have a conversion rate for purchase similar to unregistered users, I may want to keep this option. If they fail to convert, I may want to eliminate or take action on these users.
If you’re a Localytics customer, you can immediately see this feature under the “Analyze” tab in your dashboard. Click on the Funnels heading, and you’ll see where you can set up your funnel and refine it with your attributes. As always, we’d love to hear your feedback at firstname.lastname@example.org.
If you’re not a Localytics customer yet, reach out to us today for a demo of this feature. We’d love to show you around. Email sales@Localytics.com today for a demo.
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