How can you get the most out of defined conversion funnels and form analytics?

We strongly recommend that you set up at least one conversion funnel to watch visitors move through a defined process. This could be a checkout process on an e-commerce website, an application process for a complex insurance quote, or even just a ‘contact us’ form.


Best practice would be to:

  • set up a range of funnels for each of the common journeys through your site
  • make sure that every form or data input page is included in a funnel
  • duplicate funnels if there are a number of different start points, to allow you to track conversion comparisons depending on those different start points
  • make sure that if mobile web pages have a different subdomain, equivalent funnels are set up for mobile


A good funnel to start with might look something like this – with the penultimate page being an optional page that visitors may not visit every time:






Track your conversion rate

Once you’ve set up your path, you’ll want to track your conversation rate. By aggregating all of your data into a conversion funnel, you’ll be able to monitor drop-offs at page or field level – and we automatically pick up all of your fields, so no extra tagging is needed.

It’s important that you consider all of the different options or paths through the checkout, and include those optional pages in the funnel.

You can apply different filters to see how conversation rates vary between different devices, browsers, or A/B tests, for example. A problem page will quickly become obvious, as will fields on a page that cause the most drop-out. 


Page reports

Clicking on the Page Report link for a particular page in the funnel will reveal further details about conversion and drop-off for that page. the report will contain high-level information about conversion on that page, with links to sessions where users exit the funnel.




Scroll down the 'page report' page to see information about each form-field on the page. SessionCam will automatically identify each field, so no extra tagging is required. For each unique field, the page will show you:

  • the drop off rate (the percentage of visitors who left the funnel where that field was the last they interacted with)
  • the number of times data is re-entered into the field (there may be a problem if visitors have to enter data more than twice)
  • the time taken to complete a field.


You can then watch session replays for any fields with high drop-off or high re-entry value.

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