Conversions - Choosing Signals to Analyze

Who can use this feature?
- Available with Enterprise and Advanced plans. 
- Available for admins, architects, and standard users.

When you run a funnel analysis in Conversions, you can choose which signals you want to analyze. Conversions will look for signals that are correlated with significantly lower conversion rates for your funnel, and it will return opportunities that show you how many users were affected along with a projection of how many conversions were lost. You will see where the friction point is happening in your funnel and get to watch sessions to visualize exactly what was going on.

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Default Signals

By default, Conversions will look for users demonstrating common frustration signals in the form of Error Clicks, Dead Clicks, Rage Clicks, and Network Errors. It will also look for Page Performance (slow loading pages) if your funnel steps include visiting specific URLs, and Web Vitals, which includes largest contentful paint, first input delay, and cumulative layout shift.

Tip: If your Conversion Funnel uses Custom Events to define steps in the funnel, be sure to also include the “Visited URL” steps so that Page Performance on that URL will be considered as a signal for that funnel. In other words, if you define your entire funnel using only Custom Events without any specific page navigation, you will not see any Page Performance Opportunities for that funnel.CleanShot 2023-12-19 at 16.04.14@2x.png

Custom Signals

We encourage you to also use Custom Events and Watched Elements to identify even more opportunities that are specific to your site or app. Custom Events will typically track when users do something, such as click a button or navigate to a URL, and Watched Elements will track when users see something, such as an error message or pop-up.

Examples of Custom Signals to Use

When thinking about what custom signals you want to analyze in Conversions, start by thinking of anything that could happen in your funnel that might indicate the user is struggling.

In the list of examples below, we have indicated which type of signal is typically best used to capture the event.

Indicators a user may be struggling to complete the funnel:

  • Form validation errors, like those for poorly formatted phone numbers or names that don’t meet your minimum character requirement (Watched Element)
  • “Out of stock” error message (Watched Element or API Event)
  • “Something went wrong” error message (Watched Element or API Event)
  • Abandoned form (Defined Event)
  • Thrashed cursor (Defined Event)
  • Clicking a “Help” or “Contact Us” link (Defined Event)
  • Mobile App Crashes (Defined Event)
  • “Expired session” message (Watched Element)

Next, think about other significant events that may happen throughout the funnel. Signals can be related to an experience that is not inherently negative, such as seeing a coupon pop-up. If you want to understand whether that event had a negative impact on the Conversion Funnel, you can configure it as a signal to test that hypothesis.

Other events that may be correlated with lower conversion rate:

  • Choosing an alternate payment method, such as PayPal or Apple Pay (Defined Event)
  • Clicking a link in the header or footer, taking the user out of the funnel (Defined Event)
  • Choosing a delivery option such as “in-store pickup” (Defined Event)
  • Specific version of an A/B test (API Event)


Adding Custom Signal Events

Custom Events can be instrumented in two ways: by adding code to your site and sending them to the FS.event API, or by defining them right within Fullstory using Defined Events. If you use Defined Events, you will be able to start analyzing those events immediately in Conversions, and they are even retroactive!

Watched Elements can also be instrumented within Fullstory. Both Defined Events and Watched Elements can be set up from Session Replay > Page Insights > Inspect Mode or from your account Settings.

Once you have set up your Custom Events or Watched Elements, you can use them in your Conversions analysis by selecting them in the Signals settings window. When you save the analysis, all of the signals you have chosen will be saved with it, so you don’t need to select them each time.


Do I have to include a “Visited URL” event to see Page Performance?

Yes, but you can use events you've defined if they contain a Visited URL filter or include a Visited URL as a refinement in your funnel criteria.

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