Purpose
The method helps clarify funnel, user behavior, and experiments concretely. It makes user behavior measurable and derives experiments. The outcome is captured as a funnel report, drop-off analysis, and optimization hypotheses.
Growth
Funnel Analysis
Turns funnel structure, user behavior, and experiments into a tangible result through defining the funnel, checking events, and deriving hypotheses.
At which steps do users lose conversion in each segment, and which hypothesis explains the drop?
MediumAsync1-3 h
How it works
The team follows the steps: define the funnel, check events, measure conversion at each step, compare segments, and derive hypotheses. Each step is captured visibly. At the end, a funnel report, drop-off analysis, and optimization hypotheses are available so decisions, tests, or actions can follow directly.
Visual orientation
Method sketch for a quick mental model.
Flow
- 1Define funnel
- 2Check events
- 3Measure conversion at each step
- 4Compare segments
- 5Derive hypotheses
The runsheet guides execution with 5 phases, timeboxes, 5 pitfalls, and clear stop criteria.
Open runsheetIdeal for
- Activation optimization
- Checkout flows
- Growth diagnostics
Not good for
- Problem discovery without data
- Pure qualitative motivation analysis
Deep dive
In detail
Funnel analysis follows a clear working logic: define the funnel, check events, measure conversion by step, compare segments, and derive hypotheses. This turns the method into a visible thinking process rather than only a conversation. Participants move step by step from raw material, observations, or options toward a shared structure. The result is a funnel report, drop-off analysis, and optimization hypotheses that makes decisions, learning, or further planning actionable.
Facilitation
Prepare a clear focus question, the right information, and a visible workspace. Plan about 1-3 hours with 1-5 people and use the format asynchronously. The method needs structure and preparation; short timeboxes, visible intermediate results, and a parking lot for open questions help.
Output artifacts
Funnel reportDrop-off analysisOptimization hypotheses
Artifact templates
Funnel Analysis Working TemplateCompact working template for Funnel Analysis with context, input, output artifacts, and next step.markdown
Funnel Analysis Working TemplateCompact working template for Funnel Analysis with context, input, output artifacts, and next step.
markdownfunnel-analysis-working-template.md
Compact working template for Funnel Analysis with context, input, output artifacts, and next step.
Funnel Analysis Working Template
Goal
Analyzes conversions and drop-offs between defined steps.
Context
When and for what do we use this method?
Input
Which data, observations, decisions, or materials are available?
Execution
Short notes along the runsheet.
Output artifacts
- Funnel Report:
- Drop-off Analysis:
- Optimization Hypotheses:
Assumptions and open questions
- ...
Decision / Next step
Owner, date, and success signal.
When to choose differently
Short decision aid for existing alternatives.
Customer Journey Mapping
Statt Funnel Analysis, wenn ihr die Nutzerreise als Beobachtungsobjekt statt als reine Ideenskizze aufziehen wollt.
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