A. The percentages in column A represent the conversion rate for each step relative to the entry point into the funnel. In the example, the 1.19% conversion rate for ‘Compose Message’ is calculated as ‘Visits to Message Compose / Visits to Central’ — in the context of the path: ‘Central’ to ‘Advanced Search’ to ‘Compose Message’.

B. The first conversion metric is the lowest daily conversion % between the two steps, in the current reporting period.

C. The second conversion metric is the highest daily conversion % between the two steps, in the current reporting period.

D. Visit conversion rate between the two steps.

E. This is the fall-out percentage between steps.

F. This shows a ranked view of the top attrition pages between steps.

Jason Thompson

Jason is the Sr. Director of Community Solutions at Keystone Solutions. If you are interested in partnering with Jason at Keystone, in need of analytics & optimization consulting, or looking for employment/internship possibilities, please feel free to email ‘jason [at] keystonesolutions [dot] com’

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