Introducing Funnel Reports
Suhas Bhat - Dec 13, 2016 - Metrics
In this blogpost Suhas Bhat describes Kony’s latest reporting capability Funnel reports, which provides a new visualization to see application usage and user drop-off. You can read Suhas’ other blogposts on Kony MobileFabrics Analytics at link
The funnel report adds a new visualization capability to Kony analytics that lets the business user see how the app is being used and where users are dropping off in an application by using the form Entry Events captured as part of User journey and APM. This also provides a quick view of how many users are using the app or a particular feature.
Funnel reports are available for Kony cloud business users and admins from the MobileFabric console in the Reports section.
Funnel reports can be built for any app deployed in any cloud environment in the account for which the user has access to. The forms for the app get populated in the form mapping section. The user can build the funnel report by clicking on a particular form to add it to a sequence of steps to define a specific user journey.
For this blog post we consider a simple e-commerce app named KonyStre’s checkout flow. The steps we’ll consider are end user’s log in (which is done in a form named frmLogin), search for a product (in form named frmSearch), add it to cart (frmAddToCart) and then buy the product(frmCheckOut).
In the below funnel report, we can see how a search and checkout functionality of the app is being used by the customers.
The top section provides the count and % of total user sessions that visited the form
In the above scenario Login form (FRMLOGIN) was visited in 872 sessions, which was 87.2% of the total application sessions. Search form (FRMSEARCH) was visited in 850 sessions, AddToCart form (FRMADDTOCART) in 350 sessions and Checkout form(FRMCHECKOUT) in 250 sessions.
The middle section with the arrows shows conversion rate through each step of the flow. They show the % of total user sessions that moved through each of the forms chosen in the flow
In the above scenario 97% of the user sessions in which user logged in(FRMLOGIN), they visited the search form(FRMSEARCH). 41% of the user sessions in which user logged in and went to search added product to cart (FRMADDTOCART). 71% of the user sessions in which user logged in, searched, added product to cart also ended up checking out the product (FRMCHECKOUT).
The bottom section shows Drop off % at each point chosen in the flow.
In the above scenario it shows that only 3% of users (22 user sessions) that went to login form(FRMLOGIN) did not go to search a product(FRMSEARCH), 59% of user sessions(500 user sessions) that logged in and searched, dropped before adding it to cart (FRMADDTOCART). Once a user has logged in, searched and added a product to cart in 29% of the cases (100 user sessions) the product was not checked out(FRMCHECKOUT)
Funnel view can provide insights into app usage for the business user. For example, in the above scenario it shows that almost everybody who logged into the app searched for some product and that biggest drop in users is between searching for a product and adding it to cart. Seems like not everybody that adds a product to cart ends up buying it either. That could be list that business uses for targeting customers for a discount campaign as business knows that they were interested in buying, but didn’t.
Funnel reports can be built for different flows and saved with a name and description to be able to quickly run them at a later point of time. Visibility level of the report could also be modified to allow report to be shared with others in the account or be private and visible only to the person that built the report.
Reports can be filtered by channel, platform in addition to the date range for which data is being viewed.
Funnel reports can also be saved as pdf or as an image for sharing and viewing later.
For an app to have data to build funnel reports, the FormEntry event type must be enabled in Metrics APM section in the project settings while app is built in Kony Visualizer.