Conversion Optimisation
Funnel
Plain English
The steps users go through to complete a task.
Definition
A funnel represents the stages users go through from initial glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term to completing a goal, showing how many progress or glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term at each step.
In practice
Used to analyse glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term and identify where users abandon or struggle.
In context
The glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term assumes people move in one direction, and they do not. Users leave, serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service elsewhere, and return three days later on a different device, which the funnel reads as two failures.
The reality
Funnels are rarely linear in reality - users move back and forth, but funnels simplify glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term to make it measurable.
Compared with
Funnel vs User Journey
A funnel is a measurement glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term: counts at defined stages, always narrowing. A journey describes the real experience, including loops, pauses and glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term the funnel never sees. One counts, the other explains.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a funnel in UX?
A funnel is the sequence of steps users take towards a goal.
Why are funnels important?
They help identify where users glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term or struggle.
How do you analyse a funnel?
By measuring progression and glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term between steps.
What is a funnel used for?
To understand and optimise glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term.
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