Amplitude Crash Course Part 2 - Putting the "FUN" back into Funnels

Gregor

In this session, we answer these key question:

• How can you map the user journey to pinpoint conversion and drop-off points?
• Which funnels should you focus on to improve user activation?
• Rocking your world when you start with a Journeys chart (and not Funnel!) 
• What's the base line conversion for our core funnel(s)?
• How to identify and resolve friction points that hinder user conversions?
• How to measure "time to convert" to optimize onboarding and activation strategies?

Get the full recording here: 

 

Kill your assumptions. Start with Journeys to discover what user journeys look like in the wild.

• Instead of a pre-determined idea of your users’ journeys, start with choosing a key starting point to see which steps users actually take to get from point A to point B. 

• This helps in understanding what users actually do, rather than assuming a specific funnel.
• And use the ‘historical count=1’ filter for signup events to focus on new user behavior.
• Also try working backwards. View which (many winding) steps users took to get to a key product moment like the a purchase moment.

 

Historical Count Feature

• The 'historical count' feature in Amplitude tracks how many times a user has performed an action. (e.g. historical count = 1 shows the first time a user performed an action, historical count = 3 shows the third time a user performed an action, etc).

• This feature is useful for analyzing user behavior patterns, such as how many times a user engages with content before making a purchase.
• One interesting use case is building a cohort of users who used a feature x# times and are nearing a paywall. Could be an interesting cohort to dig into in monetization plays.

 

Building Funnels

• Build the simplest path from your starting to ending point, starting with key actions like signup, content engagement, and purchase.

• Rather than building a funnel that follows the UX, start by keeping funnels simple to zoom in on key milestones in the user journey.
• Quick demo of how to analyze funnel conversion rates and drop-offs
• How to use time to convert in your funnel analysis.
• Comparing different user segments within a funnel, including both successful and unsuccessful conversion paths. And going from the cohort of users that didn’t convert and viewing which journeys they took instead.

Going from the cohort of users that didn’t convert and viewing which journeys they took instead.

• The use of conversion drivers to identify actions correlated with successful funnel completion is demonstrated.

 

Retention Analysis

• How to compare retention rates for users who engage with specific features versus those who don't.

• Connecting different new user cohorts, their activation activity, and how that correlates with long-term retention is discussed.

 

Compass Feature Introduction

• Using Compass feature in Amplitude to explore correlations between user actions and desired outcomes like retention.

• An explanation of how Compass differs from conversion drivers is provided, offering a more open-ended exploration of user behavior patterns.

 

Cross-Project Data Analysis

• Is it possible to have data from different Amplitude projects at the in the funnel chart or mobile app is tracked on a different project?