This Play provides you with an understanding of where users are getting stuck in your application funnel, how to obtain a list of those users who are falling off, and retarget those users to complete the funnel.
Step 1: Define events in your Application Funnel
Before running analysis in Heap, you will need to ensure that each of the steps in your funnel are properly defined. Define any relevant button clicks, field interactions, page changes and submissions.
*Keep in mind Heap will not capture anything typed into a field edit.
Step 2: Analyze your application process!
Now it’s time to analyze the application process. We will cover how to create a funnel and obtain the list of users who don’t complete the application.
| Query #1 | Analyze Application Funnel |
|---|---|
| Funnel | Each high level step in your desired flow leading to Application Completion |
What does this tell you?
From this funnel, you can identify major drop off points. If there are multiple major drop off points, narrow your focus by analyzing the largest drop first.
| Query #2 | Identify User Who Dropped Off |
|---|---|
| Funnel from Query 1 – Users | In your funnel, click onto the step that has the largest drop and click “Users who did not complete this Step” |
Users analysis allows you to see a list of users, and their recent sessions, who have dropped off at the step you chose in your funnel. This list can be used to create a targeted marketing cadence, application guide, or can be shared with Sales for personalized outreach.
Note: Create A Segment
To easily track impact of outreach attempts of this group of individuals, create a segment to later use in analysis.
Appcues users can even sync segments from Heap to Appcues for personalized targeting of this specific user group.
| Query #3 | Identify what users are doing instead of applying |
|---|---|
| Funnel from Query 1 – Paths | In your funnel, click onto the step that has the largest drop and click “Paths from this Step” Paths report: Raw Pageview & Defined Events from Drop off point |
What does this tell you?
Paths analysis allows you to see what users are doing from your desired step; are your users bouncing from your site, or going somewhere that was not expected? This allows you to determine if your application flow is confusing to even too lengthy.
Reading the Paths Analysis
The Paths report is all about uncovering the unknown, but can be difficult to interpret. If you see the same pageview repeated in multiple steps, you will want to define more events from that particular page to see which element users are interacting with. Check out our Heap Play, “Determine Top Events to Define” for additional guidance on this.
We recommend looking at “Raw Pageviews” first if you have not defined a lot of events in your Heap instance. Check out this article for more information. This can be a jumping off point for which pages require more event definitions!
Step 3: Interpret your results and take action
From here, you can decide how you want to retarget these users. Do you use an in-app chat provider? Do you want to re-engage them with an email blast? Do you want to have your sales reps give them a call?
We have a number of ways to automate this through integrations! Contact your Customer Success Manager to learn more.
Conclusion
Increase your application conversion rate by re-engaging users at steps where they’re most likely to drop off! Identify a list of those users using your Heap data and leverage our expertise for recommendations on how to automate!