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Testing the Conversion Funnel and Telling the Story


Estimated read time: 4min

Value to you: get your mind thinking about ways to analyze and present a conversion funnel test.

Before reading this post, if you haven’t read the “Definition: Conversion Funnel” post, please read that first. It will only take a minute and the beer bong picture is worth the laugh.

If you’re an analyst at an organization, you will have to tell and sell the story to the decision makers of what is happening in the conversion funnel.

How to create funnels: I’ll write a post on this… Once you know where to set them up, it’s a very easy process.

Below are examples of funnel reports from SiteCatalyst and Google Analytics:

Using this report, you can see where the big drop off steps are and which is important.


In this post, I want to show how to effectively compare two paths being tested against one another and tell the story.

Recently a test was run where the Brooks Bell team created a test path against a control. A testing tool was used to split the traffic so UserA will see the control path and UserB will see the new path. It was a four page registration process.

Below are some numbers from the funnel report. When comparing two funnel paths against another, I like to put the numbers into excel and make my own comparison charts.


This first chart shows control vs test where the drop offs are happening. At each step in the funnel, it shows what percentage of the initial traffic made it through to the different steps.


The below chart shows the drop off percentage between each step, which is similar to the standard funnel reports in the web analytics tools.


The below chart is my favorite comparing the two paths. This is the one that stands out and really gets people’s attention.

I prefer to use all three charts in sequence so it starts out more or less as a “so what?” thought on the first slide for people reviewing and builds up to a crystal clear takeaway.

Now you need to do the most important step of driving actionable solutions to what you just presented.

Takeaway: don’t settle for the standard reports. Use the data and see if you can slice it up in ways that packs more impact especially from a visual perspective. Start at the basic “so what?” slide and finish on the “ooohh.. I see” slide!