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Funnel Analysis

Funnel analysis is a method of analyzing the step-by-step flow of users reaching their target actions to find bottleneck sections where churn is concentrated. GA4 Exploration Report 'Funnel Exploration' allows you to freely define the stages and compare the differences in abandonment rates by segment to prioritize improvement in conversion rate.

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A funnel visualizes how many users progress through a sequence of steps. If ‘1,000 people visited the site → 300 people entered the reservation page → 120 people started filling out the form → 40 people completed the reservation’, funnel analysis is a visualization of the conversion rate and exit point at each stage.

Using the 'funnel exploration' function in the GA4 exploration report, you can freely define stages and compare funnels by segment (device, channel, region). If you find out ‘at what stage and which segment has the most churn,’ the priority for improvement becomes clear.

The standard funnel for the weballin Hospital site is (1) entering the landing page → (2) viewing procedure details → (3) display of the reservation form → (4) start of the reservation form → (5) completion of the reservation. Set up this 5-step funnel as a GTM event and track changes in abandonment rate each month. If the abandonment between steps 3 → 4 is large, it is diagnosed as a form UX problem, and if the abandonment between steps 4 → 5 is large, it is diagnosed as a form error or payment friction.

Key takeaways

  • Find conversion bottlenecks by visualizing the number of users and abandonment rate at each stage.
  • GA4 Explorations 'Funnel Exploration': Free definition of stages based on events, support for segment comparison.
  • Open funnel and closed funnel: Open funnel allows intermediate entry, closed funnel only counts users who follow the order.
  • Compare funnels by device, channel, and new/returning segment to discover differences in exit patterns.
  • When combined with heatmaps and session replays, specific UX issues at exit points are identified.

Frequently asked questions

How should I define my funnel stages?

Design backwards from business goals. It starts with the final conversion (reservation completion) and goes back to the previous steps (starting the form, entering the reservation page, viewing the treatment page, entering the landing). To be measured, each step must be expressed as a GA4 event.

How can I improve the funnel stage with the most abandonment?

Attach heat maps and session replays to the exit stage to see where users get stuck. It is effective to reduce the number of fields if the form is abandoned, optimize speed if the loading is abandoned, and remove unnecessary required items if the user abandons the reservation just before completion.

What is the difference between funnel analysis and path analysis?

The funnel analyzes whether the user followed a predetermined sequence of steps. Path analysis freely explores which pages the user actually moved to and in what order. Funnels are useful for finding ‘deviations from established paths’, and path analysis is useful for finding ‘unexpected navigation patterns’.

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