[Huawei Developers] John Wo:
As competition among mobile apps gets more intense, converting users is more challenging than ever. You need to understand how people are responding to your apps, so you can identify any issues as soon as they arise, and deal with them promptly.

Funnel analysis enables you to do that precisely. You can use this service to monitor conversion rates at each stage of the customer journey, identify the stages where your conversion rate is low, and optimize your approach accordingly.

How the Funnel Model Drives Your Business

1． Identify weak points in the customer journey

The first step to boosting conversion rate is to design a funnel which measures behavior throughout the user journey. This starts from when the user registers an ID, then encompasses every subsequent touch point: when they sign in to your app, level up, spend virtual currency, and finally, make a payment. By looking over the data for each of these stages, you can see where your conversion rate is low, and think of a strategy to address this. In this way, you can improve your app's user experience and retain users.

HUAWEI Analytics provides three pre-defined funnel models: the registration conversion funnel, e-commerce conversion funnel, and search conversion funnel. You can also design your own funnel.

2. Find root causes with drill-down analysis

Different users have different requirements, which means the only way to understand why a certain stage has a low conversion rate is by segmenting users. Let's say your conversion rate drops at the member payment stage. To understand why this is, you need to segment users by region, age, member level, gender, and the app version they are using, and then compare data for these groups.

With HUAWEI Analytics' funnel models, you can filter by platform, app, user attribute, and audience, and perform drill-down comparison analysis to find the root causes of low conversion rate.

3. Create audiences with one click

To increase your app's conversion rate, you need to do more than simply focus on a percentage. HUAWEI Analytics' funnel model allows you to save users who have converted or churned at each stage of the journey as an audience. You can then analyze the behavior and attributes of these audiences using a behavior analysis model.

For example, by saving the users who churned at a certain stage as an audience, you can analyze their distribution in terms of events, the page of your app they prefer, app startup time, session paths, and activeness. This helps you gain deeper insight into your churned users, so you can find ways to prevent this churn.

How to Use a Funnel Model

There are four steps to use a funnel model:

1. Design or choose a funnel model and determine the conversion path.

2. Monitor the conversion rate at each stage and identify the reasons behind a low conversion rate.

3. Develop improvement measures.

4. Implement these measures and continue to check whether the conversion rate in the funnel increases.

When it comes to analyzing root causes in the second step, there are a few things to consider:

l Segment users and analyze their behavior: In the funnel analysis report, you can save churned users and converted users as audiences, and then analyze their characteristics with event analysis, page analysis, session path analysis, launch analysis, and retention analysis.

l Perform drill-down analysis: Compare conversion rates of different audiences using filters and comparison analysis, and find areas where your app can be improved.

l Optimize user experience: By looking at conversion rates, you can see where users are dropping off and find ways to improve the user experience.

l Take a broad perspective: Consider your app's overall design, rather than paying too much attention to small details, like the style of a button, or the color of a page. You can use other services like Push Kit, A/B Testing, Remote Configuration, and App Messaging together with HUAWEI Analytics to analyze your app more comprehensively.

Once you have found possible reasons for user churn, you can think of ways to address these. This is the third step of using a funnel model. In this step, you need to sort the factors that may be affecting the conversion rate by priority, and optimize key factors.

During the fourth step, you will check whether the conversion rate increases once you have implemented the countermeasures in step three.

By going through these four steps, you can find the causes of user churn and improve your conversion rate with data-driven solutions.

Typical Case

A travel app used HUAWEI Analytics to design a funnel which measured user behavior throughout the user journey, including when the user opened the app, browsed the travel guides on the home page, added a travel guide to favorites, tapped to share a travel guide, and finally successfully shared the guide. By monitoring the conversion rate at each stage, the developers found that the churn rate between the time where the user tapped to share a travel guide, and the time when they actually shared the guide, was very high. To find the problem, they saved users churned between the two stages as audiences, and analyzed their behavior using the path analysis function. When they did this, they discovered that among these users, most of those who have added a travel guide to favorites had taken a screenshot of the travel guide page.

Based on this discovery, the operations team made an assumption: when users share content to social media, they take screenshots, combine multiple screenshots into one image, beautify the image, then post. If this was true, the team could help their users by adding the option to generate a long image of the current page and share it to social media.

To verify this, the team conducted an online survey which found that 72% of users wanted to be able to save travel guides or notes as long images, while 51% would prefer to save content in the form of a post card.

Having established this, the team added two functions to the content sharing page: generating a long image, and generating a post card. These functions were immediately popular among users, and helped double the app's content sharing rate.

Easy Integration

Today, more than 6000 apps use HUAWEI Analytics around the globe. When you integrate this service, you can use data-driven insights to increase your apps' conversion rates. What's more, integrating HUAWEI Analytics only takes about five minutes!

☞ HUAWEI Analytics Integration Guide:

Android iOS Web

☞ Sample Code:

Android iOS Web

If you have any questions during integration, you can contact us by submitting a ticket online.

We hope you enjoy using HUAWEI Analytics.