Create conversion funnel analysis

Use conversion funnels in Splunk Digital Experience Analytics to visualize the user journey and receive insights into the conversion workflow.

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Splunk Digital Experience Analytics helps you visualize customer journeys, identify critical drop-off points, and improve conversion rates. Create a conversion funnel analysis to visualize the flow from initial engagement to final conversion in your application and ultimately make data-driven decisions to drive business growth. For example, if you want to increase user conversion rates on your website, create a funnel analysis to understand where users drop off. You can configure the funnel stages according to your specific business goals, integrate relevant data sources, and utilize built-in dashboards and reports to analyze performance.
A chart displaying different steps in a conversion analysis, from visiting a age to clicking a URL, and various metrics related to each.

Use cases for conversion funnel analysis

  • Identify where users disengage during the checkout process on your e-commerce site, and implement strategies to reduce friction, such as simplifying a payment form.

  • Understand pain points for new users during onboarding, and optimize steps to ensure transition from free trial to paid subscription.

  • Determine which stages of the lead generation process have the highest drop-off rates, and refine messaging or incentives to improve lead quality.

  1. From the Digital Experience Analytics Overview page, select the Analyses tab. Alternatively, select the Create funnel button in the Quick actions section.
  2. Select New analysis, and select the Funnels option.
  3. Select a time period to set the time range of the events you want to include as part of this analysis. For example, selecting Last 7 days will populate event data from the past 7 days.
  4. Select Add Step to add a new step for your conversion funnel analysis. Select an event template from the Templates list, or one of the custom events in the Events list. From the list of templates, you can select one of these pre-defined events:
    1. Click on element: occurs when a user selects a defined element on the page
    2. Visited URL: occurs when a user lands on a specific page URL in your application
    3. Visited SPA view: occurs when user interacts with something in your single page application
  5. Set conditions based on the user behavior you want to analyze. For example, create a rule using the routechange event, where location.href equals <custom URL> in order to measure the number of users who visited a specific page in your application.
  6. Add a name to describe your step.
  7. (Optional) Select Add step to add an additional step to your conversion funnel. You must have at least 2 steps to preview the data generated by the criteria that set for your conversion funnel in the Preview panel.
  8. In future releases, you will be able to set the following Conversion criteria for your funnel:
    1. Progression order
    2. Session continuity
  9. Add a name and description for your funnel.
  10. Select Save.
View the results of each step in your conversion funnel. Select your funnel from the list on the Analyses tab.