What is a Funnel?

A funnel is a path a prospect takes through your site - from the initial visit through the conversion - like signups, newsletter subscriptions, account creations, purchases, or anything that matters most to you on your site. On every step, visitors drop out. That’s why it’s called a funnel.

In this article, you'll learn about:

But first, let's understand the power of funnels.

Funnels let you visualize exactly where in the process your prospects are dropping out and help you fix these ‘leaks’ to drive more and more prospects to convert.

Oribi’s Magic Events make it easy to build any funnel quickly. And, with Super Funnels, you’ve got a whole set of powerful capabilities at your fingertips.

Funnel Insights highlight key findings in your buyers’ journeys and give you clear, action-driven information on who is most likely to complete your funnel and how to tweak each step for better results. Oribi also allows you to view a side-by-side comparison of how well each funnel is performing compared to the previous time period, as well as view full breakdowns for each funnel by channel, platform, first step, geo, and more.

For a deep dive into the essential funnels you should build for your business, check out our tutorial "Measuring Marketing Funnels: Your Must-Have Templates"



Meet Oribi’s Super Funnels!

In addition to creating laser-sharp funnels for all your most important conversions, you now have the power to analyze those flows with Oribi’s brand-new Super Funnels feature.

Super Funnels include:

  • NEW: Funnel Breakdowns - View full breakdowns for your funnels by channel, platform, first step, location, and more—all in a single click. With this powerful feature, you’ll discover opportunities to improve your visitor flow, according to various segments.

  • Funnel Insights - Instantly see the key findings Oribi has collected for your funnels, including trends discovered for individual funnel steps and tips about which visitor segments are most likely to complete the flow.

  • Funnel Comparisons - Easily compare how well your funnels perform over time and see how changes you make to your site impact results.



Create a Funnel

With Oribi’s codeless events, you can build any funnel in just a few button clicks, including any Magic Event, button click, page visit, form submission, or custom event as a funnel step.

  1. Go to Funnels > Create a New Funnel.

  2. Define all steps - select the event types, choose the events you’d like to track from the drop-down and name the steps.

  3. Now, give your funnel a name and click Save to complete.

Funnels - create new funnel screenshot

Filter Your Funnel

Oribi lets you segment your visitors to identify different behaviors and get more meaningful insights. There are two ways to do this:

  1. Filter your funnels by channel, platform, or country to see how visitors from each segment move through your funnel. For example, if you’re looking to find out how many visitors from Facebook completed your funnel, using a filter is a quick and easy way to do that.

    Simply select the filters when creating or editing your funnel, and choose if you want to include or exclude certain channels, platforms, or countries.

  2. If your goal is to compare funnel behavior across segments, you can use Funnel Breakdowns to see a side-by-side view of these behaviors. For example, viewing a breakdown by channel will allow you to see how many visitors from Facebook complete your funnel, compared to visitors from Google or YouTube, without having to switch between filters.

    Note: If you choose to view funnel breakdowns by First Step and your funnel’s first step is a button click (or group of button clicks), be aware that the funnel will be broken down by the page those buttons appear on.


Analyze Your Funnel

Optimizing your funnel starts with pinpointing the exact step on which you lose the most visitors. To do that, try to nail down every step in your key funnels - from the click on your call-to-action to the page the visitor lands on after the click.

Find the step with the biggest percentage drop.

This is where you should start optimizing. How can you simplify the flow? Are your key buttons visible and above the fold of your key pages? Is the copy clear and convincing?

Oribi’s Funnel Insights will help you better understand how to optimize each funnel step and direct your marketing efforts towards higher funnel completion rates.

Click the Show Insights button above a funnel to see the insights Oribi has collected for it. You’ll discover trends and tidbits about your funnel visitors’ locations and browsing devices, as well as the channels they arrived from.


Comparing Funnels

Funnels help you measure the success of any changes you've made in your website or marketing efforts. To find out if a change resulted in an increase or whether any problem points require your attention, use Oribi’s funnel comparisons to compare your funnel's performance side by side against a previous time period.

Click “Compare Periods” at the top of any funnel to see a side-by-side comparison of the funnel for the current time period against the previous one. To change the time periods you're comparing, choose one of the time frames shown at the top of your screen, or select your own dates from the date picker. Hover over the funnel steps to see how the conversion rates for each step compare across time periods.

Compare conversion rates between funnels

Any difference in the funnels’ conversion rates will be shown in the percentage indicator below the funnel’s name.


Step Count ≠ Total Count

Most tools report the total count for each step of the funnel. Oribi's Funnels, on the other hand, analyze each step and display the precise flow of visitors who progressed from one action to another.

For example, out of the total number of visitors who accessed your landing page, you can see how many signed up for your free trial afterward.

This way, you get the most accurate insights to analyze drop-offs and optimize your conversions.

Note that the step count can differ from the total count of an event.

Did this answer your question?