Funnel customer behavior

  • Updated


A funnel is a set of steps that you want customers to do in a particular order. The output of a funnel tells you how many customers accomplished each step and where they left a timeline sequence.

Some examples include:

  • Email conversion – Email Sent > Email Open > Email Click > Order Line item Purchase
  • On-site conversion – Product Detail View > Add to Cart > Order Line item Purchase

If you are not getting the conversions you expect, a funnel helps you understand where and why customers leave an engagement pipeline.

Optimizely Data Platform (ODP) collects data from your channels and combines it into one timeline for a customer. This consolidation lets you have funnels that contain steps from different channels. These hybrid funnels let you uncover more specific abandonment points than if the channels were separated.

For example, combining the email and on-site funnels into a single funnel provides more insight into the customer's journey and a higher chance of capturing the actual abandonment point.

  • Email and on-site conversion – Email Sent > Email Open > Email Click > Product Detail View > Add to Cart > Order Line item Purchase

Businesses have different customer engagement cycles; some have entire cycles in one visit, while others have many month-long sales cycles. To view how customers engage within visits and across visits, ODP allows for different funnel calculations and time windows.

  • Within visit – Shows how many customers completed the funnel within a visit. If a customer has two distinct visits, both visits could be counted. Each visit resets the funnel. 
  • Across visits – Shows how many customers completed the funnel irrespective of visits. A customer is only counted once. 

Create a funnel

To create a funnel: 

  1. Go to Customers > Funnels.
  2. Specify the funnel's parameters in the Show User Funnels expression. For example, you can use the date range parameter to specify the dates in which you want all the steps to occur.
  3. Add the desired steps and click Apply. The funnel visualization then displays.
  4. Click Save.


Edit a funnel

To edit an existing funnel:

  1. Go to Customers > Funnels.
  2. Expand the New Funnel dropdown menu, select the funnel you want to edit, and make changes.
  3. Click Save to overwrite the existing funnel (or expand the Save dropdown menu and click Save as New Funnel if you want to save your changes as a new funnel).
  4. Complete the Name, Visibility, and Date Range fields on the SAVE AND SHARE window that displays.


Delete a funnel

You must contact Support to delete an existing funnel. As an alternative, you can edit the funnel using the instructions above and save it with an updated name.

Copy or share a funnel

You can copy or share the structure of a funnel between ODP accounts so that you can use the same funnel in each. To create a copy or share your funnel with another account:

  1. Go to Customers > Funnels.
  2. Expand the funnel name drop-down menu.
  3. Hover your cursor over the funnel you want to copy and click the copy icon.
  4. Select the Account and Scope with which you want to share the funnel. Select the current account to create a copy or select a different account to share.
  5. Click Copy.