Funnel Metric Structure

Role

Data Analyst.

Context

As an organization, we want to understand each funnel's influence on the experience — where different stages impact those surrounding them, the strengths, and the opportunities.

• Top of Funnel — entry (acquisition)
• Middle of Funnel — options / picking (selection)
• Bottom of Funnel — checkout (conversion)

Task

Build a full metric mapping for each stage of the funnel, defining entry and exit metrics, conversion rates between them, and primary reasons when different stages underperform. Identify metrics for each stage that surface opportunities to improve.

Constraints

Only look at our current data in comparison to past metrics. Do not project trends or look at competitors in the market.

Inputs

Current and historical data will be used for analysis.

Output Format

Depict entry and exit numbers to identify funnel conversion success rates with identified potential causes. Use a combination of:

• A funnel depiction
• Heat maps
• Highlighting of contributing factors

Quality Checks

• Critique the response, flag uncertainty, list assumptions
• Build self-review into the prompt