Understanding Sales Funnel Reports

A sales funnel report as shown below is a report that shows the number of unique visitors to a website that go through a predefined path.

This sales funnel is very useful for analysing the effeciency of your web sales process. The funnel below shows a 3 step sales process, the first being visitors that have started at the home page as a new visitor, followed by views to a product information page and finally that they have tried a demo.

The funnel shows the number of visitors that have passed through each stage and importantly, the number of visitors that have dropped off the report. A conversion rate of visitors that have passed through to the next stage is also show underneath the sales funnel, this is a conversion rate for the individual web site sales process rather than the whole website. This allows you to scrutenise the sales process in detail and pinpoint any areas for improvement.

Demonstration of Drill Down From Sales Funnel to Country

View the sales funnel demonstration below by pressing the play button and you will see how easy it is to investigate any level of visitor drop-offs from the funnel. The demonstration shows a drill down in to country in order to identify if there is some geographic commonality to explain why visitors have dropped off the sales cycle during the first stage.

You can see at the end of the demonstration that most of the visitors who dropped off the first sales stage are from the United States. This could lead you to look at the wording on the Home page (Stage 1) and see if it is appropriate for US visitors, or perhaps drill down by another dimension such as keywords used or path through the site.

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