A multipath funnel, also called an optional step funnel, allows you to explore multiple funnels at the same time. A customer journey is rarely a straight line. Paths toward a conversion event may be different for different types of users. Perhaps the customer enabled notifications or reminders that prompted them to log in more regularly. Perhaps an email campaign was launched to promote a deal or discount. Perhaps an error message prompted increased user dropoff.
With multipath funnel, you are able to:
- Compare conversion rates for multiple paths at the same time
- Identify high-performing or low-performing steps between events
- Explore users who are most likely to convert
Build a Multipath Funnel
To create a multipath funnel, you must indicate which step or steps is an optional step. You may have up to four optional steps in one multipath funnel. Neither the first step nor the last step may be optional.
There are two ways to indicate that a step is optional:
- Click on the green pushpin icon that appears to the left of the row in the query builder
- Click on the gray pushpin icon that appears to the left of the event name within the results in the chart area
To highlight a particular path, select the webbing between the steps of the path you wish to view. Depending on the number of optional steps, you may need to select multiple webbings to highlight the path.
You may also view a list of all path combinations by clicking on the dropdown in the top right corner of the chart area. The conversion rate for each path is displayed next to the description of the path. Click on a path to highlight it within your results.
The path list is also viewable in the Path Insights dropdown that appears when you click on a funnel step circle. In addition to the conversion rate, the table also displays: Total Dropoff and Avg Step Time.
The Path Exclusivity setting is enabled if a funnel contains an optional step. It is located in the Settings dropdown within the menu bar beneath the query builder.
There are two options for path exclusivity.
- Exclusive: Users completed the steps in the selected path, and they did not complete steps outside of the selected path. In an exclusive multipath funnel, users will appear in only one path. Consider the following exclusive funnel: (A) Site Visit, (B) Blog View (optional), (C) Create Profile, and (D) Subscribe. When the A-C-D path is selected, the results exclude users who did Blog View because Blog View is an off-path step. When the A-B-C-D path is selected, only users completed all the steps are included in the results.
- Inclusive: Users completed the steps in the selected path, and may or may not have completed steps outside of the selected path as well. In an inclusive multipath funnel, users may appear multiple times, once for each path that they completed. Consider the following inclusive funnel: (A) Site Visit, (B) Blog View (optional), (C) Create Profile, and (D) Subscribe. When the A-C-D path is selected, the results include all users who did Site Visit, Create Profile and Subscribe. Some of these users may or may not have also done Blog View, and they are included in the result regardless.