Practical guides

Funnel analysis guide

How to read drop-off, step conversion, overall conversion and variant-level funnel analysis.

Last updated: May 22, 20268-14 minBeginner to intermediate
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What does a funnel report show?

A funnel shows how users move from the first touch to conversion and where they drop off. Testvoy combines this with variant, segment and date filters in the same decision surface so teams can answer not only who won, but why it won or where the journey broke.

Landing page viewed

Pricing viewed

Signup started

Signup completed

Purchase completed

Funnel report mockup
StepsDrop-offSegment
User count, step conversion and drop-off are read together for every step.

Per-variant funnel breakdown

A variant can win more clicks but lose more users at payment. That is why teams should not read final CVR only; each step should be checked by variant. Testvoy's funnel report is designed to bring step-level gains and losses into the decision note.

  • Where is the biggest drop-off?
  • Where does Variant B improve?
  • Do mobile and desktop behave the same?
  • Does Google Ads traffic differ from organic?
  • Is a funnel step mapped to the wrong event?

Example report-reading flow

Example: Variant B looks strong in total conversion. Before deciding, read funnel steps, segment breakdown, revenue impact, bot-filtering signals and SRM warnings. This order reduces the risk of deciding early on one metric.

  1. 01

    Read the Best variant card

  2. 02

    Check Bayesian/Frequentist signals

  3. 03

    Look for SRM warning

  4. 04

    Inspect funnel drop-off steps

  5. 05

    Compare device, country and UTM segments

  6. 06

    Check whether revenue or RPV supports the same direction

  7. 07

    Create a shareable report

Example decision note
Variant B shows +8.4% lift on signup_completed.
No SRM warning.
Mobile segment is stronger; desktop is neutral.
Checkout drop-off did not change.
Decision: move Variant B to 25% rollout.

Practical scenario

A growth team changes CTA copy on the pricing page, connects signup_started and signup_completed goals, then reads Google Ads and returning visitor segments separately. If the result is promising, they share a report link with the client or leadership.

Common mistakes

Most mistakes come from wrong project keys, overly broad selectors, missing goals, staging/prod mixups, early decisions on small samples or skipping mobile QA.

Naming an experiment 'test'

Launching without a goal

Deciding on total CVR only

Sending screenshots instead of shareable reports

Related pages

ReportingFunnel reporting

Funnels, steps, drop-off, step conversion, overall conversion and variant breakdowns.

Frequently asked questions

Who is Funnel analysis guide for?

Marketing, growth, product and developer teams can use the same guide at different depths.

Do I need a developer?

Not for basic visual changes and report reading; SDK, custom events, custom JS or enterprise security benefit from technical support.

How do I know it worked?

Verifier, recent events, preview, QA checklist and report warnings show setup and experiment health.

What is the common mistake?

Wrong project keys, missing goals, fragile selectors, early decisions on small samples and skipped mobile QA are common.

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