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Learn all about conversions in our interactive learning module! Log in with your FullStory credentials to check it out here.
This is part 4/5 of a series explaining Conversions:
- Introduction to Conversions
- Your first Conversion Analysis
- An overview of your Conversions results
- Digging into & sharing your Conversions results
- Digging into your Conversions results II
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.
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 three 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 Table.
- Once you’re in this view, select Session Playlist to view examples of users who were or were not affected by the bad experience and who did or did not convert.
- Share your findings by downloading a PDF or creating a Share Link that you can easily send to others to view a snapshot of the relevant Conversions Opportunity.
Opportunity Details View
The Opportunity Details View gives you both a written and visual interpretation of the key details of the opportunity you select. A KPI summary bar at the top provides the number of lost conversions in your date range, annualized lost conversions which projects the loss over a full year, the number of affected users, the conversions impact specific to the impacted steps and the statistical confidence level of this signal.
The chart in the upper left highlights the net impact of the experience, focusing on the specific part of the Conversion Funnel where Conversions pinpointed a problem.
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 pink dashed box. This helps us pinpoint where the signal is happening.
Below the graph, click on Compare Dimensions to see the comparison of users that experienced the signal you are viewing vs those users that did not experience it. The comparison is across the entire funnel.
Additionally, with dimensionality within Conversions you can better understand the impact that a particular dimension is having on an opportunity. With 6 static dimensions you can understand if this signal is isolated to a specific browser type, device, region, operating system, screen resolution and referrer host. Reviewing the comparison of dimensionality is a way for you to quickly conduct a deeper analysis into which factors most impact your conversions. You can compare dimensions for users that experienced this signal to those users that did not experience the signal.
Without having to dig and search for more information, you’ve been able to isolate this issue. Now, with this data you may want to pass this along to your engineering team to investigate further.
Keep reading to see how you can also Watch Sessions and Share this information!
If you have more detailed questions about how we calculate Conversion Impacts, check out Part 5 of this series for an in-depth explanation (especially for data scientists and analysts).
Okay, so now you know where the funnel drop-off is happening, which users are most impacted, 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 Details view, you can click on Watch Sessions to dive in.
FullStory can show you user sessions in four combinations:
- Users who had this experience 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.
Share Your Findings
After analyzing the impact of the signal you selected, you can share this opportunity across relevant teams. Click the Share Link button or the vertical ellipsis next to it to download a PDF that you can easily send to others to view a snapshot of the relevant Conversions Opportunity.
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?”
Please note: Guests can view a snapshot but will not be able to navigate to other parts of the app.
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.