Heap’s flexible funnels allow you to do ad-hoc funnel analysis of expected user flow. Once the area of drop-off is identified, you can iterate on your funnel to take a deeper dive into problem areas and learn what users are doing instead.
For example, say there is a 3-page onboarding process. The first step in understanding how a user migrates through this flow would be to construct a simple three-step funnel to give you a general overview.
In this example, we see that there is a drastic drop-off between steps 2 and 3, revealing most users aren’t getting onboarded properly. To investigate, you can quickly adapt the funnel to contain the important steps getting to step 3, which may be filling in a form or viewing an instructional video.
From here, you can continue to alter your funnel on the fly, defining new events if necessary to pinpoint where users are falling off. You can also iterate through several possibilities for step 3 to determine where users are going instead of performing the expected action.