The whole point of User Experience design is to provide a great experience to website users.
UX design incorporates interface design, accessibility, usability, information architecture, and more, to help users easily navigate platforms and complete calls-to-action.
From the website owner’s point of view, the ultimate goal of utilizing UX design principles is usually to create conversions. With the help of funnel analysis, that becomes much easier.
What is funnel analysis?
Basically, funnel analysis is the process of mapping the steps that website visitors take that lead to a certain goal, like a conversion.
Funnel analysis allows you to understand the steps taken to reach outcomes and how many visitors get through each of the steps.
The shape that visualizes the flow of users through those steps is funnel-shaped, hence the name “funnel analysis.”
So, if your objective is to convert visitors into purchasers on your website, for example, you can use funnel analysis to analyze each step. Those steps include visiting your website, adding a product to the cart, going through the checkout process, and completing the purchase.
The funnel analysis can show you where users drop off along the path to conversion. You can then come up with ideas and take appropriate action to make improvements to gain more conversions.
Understanding the Importance of Funnel Analysis
When you incorporate funnel analysis into the UX design of your platform, you can improve outcomes like reaching more conversions. But there are more specific ways in which funnel analysis can benefit your website and, in turn, your business.
Firstly, funnel analysis tools allow you to identify precisely at which point users are dropping off. When you know where in the customer journey people are leaving the process, you can refocus your UX design to help plug holes in the funnel and send more traffic through it.
You can also determine where your high-quality visitors come from by using funnel analysis.
So, not only can it help you resolve customer dropping off issues. It can also help you to build upon areas in which you are seeing success, such as revealing where your high-conversion traffic is stemming from.
Advanced funnel analysis tools help you to do that. You can set up precise goals you are interested in, such as newsletter sign-ups or cart completions, to filter sources and identify the source of the traffic.
When you understand how visitors to your website convert, you can focus your attention on those acquisition channels more. In turn, you can potentially increase the number of conversions.
Another benefit of funnel analysis in UX design is it helps business owners and team members make decisions more easily.
Conversion funnels are excellent for sharing with team members, stakeholders, and investors to show how well your business is doing, as well as identifying opportunities for improvement.
UX Design Changes You Could Make After Conducting Funnel Analysis
By being able to analyze each step of a visitor’s journey, you can adjust your UX design accordingly to attain more conversions or reach other objectives.
For example, funnel analysis could identify that one or more of your website’s pages contains unclear information.
Alternatively, it could show the reason users drop off at a certain point is because the text is too difficult to read; in which case, you would fix the UX design by changing the font or size.
Also, by using funnel analysis tools, you could find many of the pages that are throwing off your conversions have something in common, such as no headings or visuals. Again, you can then change the UX design of your website to solve such problems.
In turn, you are very likely to see an increase in visitors completing every step that you want them to take. And with more conversions, your business becomes more profitable and successful.