Conversions - Digging into your results

This is Part 4/5 of a series explaining “Conversions,” which is available for users who have purchased the Enterprise Edition.


In the previous article, we showed you how FullStory presents significant opportunities based on your selected Conversion Funnel and cohort. In this section, you’ll learn how to dig deeper into the details of an opportunity.

Digging into your Conversions results

We know how important it is to be able to explain an issue to your team and get it prioritized and addressed. FullStory provides you with two tools that empower you to accomplish this:

  • Click on a Conversion Opportunity to see details such as where in the Conversion Funnel your users dropped off with the Opportunity Analysis View.
  • Once you’re in this view, select Watch Sessions to view examples of users who were or were not affected by the bad experience and who did or did not convert.

We’ll use the same “Dead Click on Your F.S. Order” issue that was signaled by Conversions, which we explored in the previous article. Clicking to see more information shows the more detailed Opportunity Analysis view.


Opportunity Analysis View


The summary area gives you both a written and visual interpretation of the key details of this Opportunity. The chart in the upper right highlights the net impact of the experience, focusing on the specific part of the Conversion Funnel where Conversions pinpointed a problem. Here, the two groups were converting similarly until Step 3, and then the affected group started dropping off at Steps 4 and 5 relative to the unaffected group. Conversions calculated that this difference is statistically significant.

Below the summary, we see the whole funnel for all users in the cohort and highlight where we see lost conversions. The relevant part of the funnel is shown by the red dashed box. The pink bars indicate those lost conversions. If the affected users had converted at the same (higher) rate as the unaffected users, we might have expected those 770 users to convert.

Below the graph, you can see the numerical breakdown of all the groups through this funnel.


If you have more detailed questions about how we calculate Conversion Impacts, coming soon we will have Part 5 of this series for an in-depth explanation (especially for data scientists and analysts).

The last thing you might want to do in the Opportunity Analysis View is watch relevant sessions. You’ll see actual examples of users running into the problems Conversions has highlighted for you.

Watch Sessions

Okay, so now you know where the funnel drop-off is happening, and that it’s correlated with a specific Signal. But that might not be the full story! What exactly does the user do when they run into the pothole? 

We wanted you to be able to see the issue from your user’s point of view, so we did what FullStory does best: let you experience the issue with empathy for your users, so you can go beyond the statistics and understand what went wrong.

From the Opportunity Analysis view, you can click on “Watch Sessions” to dive in. This is what it looks like for the “Dead Click on Your F.S. Order.”


FullStory can show you user sessions in four combinations:

  • Users who had this experience (Dead Click on Your F.S. Order) and failed to convert
  • Users who had this experience and successfully converted
  • Users who did not have this experience and successfully converted
  • Users who did not have this experience and failed to convert

You can toggle back and forth between these combinations, watch sessions, leave notes for your team, dig into errors with Dev Tools, and gather a full picture of what is going on that might be affecting your conversion rates.

Now you can go back to your team with clear answers for “what is the most impactful thing we could work on right now to improve our conversion rate?”


By now, you should have all you need to use Conversions effectively in your customer experience optimization adventures.

The remaining article in this series is a technical addendum that provides full transparency about how we calculate some of the Conversions magic. It’s especially relevant to data scientists, analysts, and the technically inclined.

If you have any other questions, talk to your customer success manager at FullStory to answer any questions first, or let us know at!

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