How to Measure Goal Completion Rate in Your App through Funnels

A funnel displays the rate at which users complete each step of a user journey to reach an overall goal. In marketing and sales funnels, the goal is to actually convert website visitors into paying customers.

However, when we speak about funnels for mobile apps, we not only have conversion in mind but goal completion as well which usually takes place inside the app itself. A goal can be anything, for example, navigating to a specific screen, performing an action or making an in-app purchase. But hold on here. Let’s answer the two main questions about funnels:

Who do you think needs to analyze funnels for mobile apps?

A whole lot of people such as product managers/product owners, user experience designers, marketing executives.

Why do you think they need to analyze funnels?

A funnel is an important part of understanding how an app is performing and should be one of the keystone elements of measuring user interactions with an app.

So, basically, if you care about user experience and user journeys in your app, you should be using funnels.

It is called a “funnel” because it usually starts with a large number of users at the top and then it gets fewer and fewer users at the bottom. And your aim is to ultimately make it not look like that. A paradox of marketing.

The funnel is going to show you over time whether your app users are doing what you have envisioned for them or not. In broader terms, this means checking out whether your users are doing what you want them to do: like tapping on a specific button or moving to a screen, or signing up to a form, or making a purchase. So obviously, goals that you might want to track can be numerous.

Image credit: Ramotion

And the most awesome part about funnels is that they can provide you with the chance to analyze all your app data. Because not using data is a missed opportunity for any app owner, product manager or marketer. Analyzing data through a funnel helps to actually know your users instead of taking wild guesses. In addition, it is a perfect way of showing you where your users are having difficulties on the way to reaching and completing the goal. It may also give you information about where your users are going instead of your intended next step in the funnel.

For example, our in-app analytics platform Inapptics not only shows the successful flows but also the dropped ones. You can then browse through the dropped flows and see what each and every user did instead of completing the funnel goal you have set for them.

How to use a funnel?

As soon as you get familiar with funnels, it will become your daily habit to check it out. Every day you will be getting more and more exciting data to analyze. This means that every day you can generate new ideas as for how to improve your mobile app to boost engagement and task completion rates.

Before you start experimenting with the tool, you should define the user journey you want to track. Just sit down with a paper and pencil and start brainstorming. Ask yourself which paths are the most important for you? What would be the ultimate user journey that would ensure goal completion? And, eventually, set up the various goals for each of the funnel you are going to create.

Sometimes, marketers include unnecessary stages towards goal completion. And this results in numbers that never reflect the real goal completion rates. To avoid this, make sure to start with the goal itself and then work backward. Define each step required to reach it. As soon as you have defined the different paths and goals to measure, it’s time to pick a software.

Summing up

Now that you know what a funnel is and how to use it, go get you one. With the right data and proper analysis, you will be able to improve your marketing strategy and boost user retention and engagement.

Start identifying user journeys and measuring which path works for you best. See where your users drop and where they head afterward. This is your day one!

Found this post useful? Kindly hit the 👏 button below to show how much you liked this piece of content! :)

Follow Inapptics: Medium | Twitter | Facebook

Originally published at blog.inapptics.com on December 20, 2017.

Read Next: Mobile Heatmap: One of the Best Tools to Visualize User Behavior