True path funnels show visitor behavior along defined paths on your website.
True path funnels measure the effectiveness of your online processes such as checkout, registration, applications, and calls-to-action on marketing landing pages. They can also examine the throughput and completion rate of defined process steps. With this information, you can pinpoint pages where visitors abandon the path, and then you can target these pages for improvement.
True path reporting uses same-session logic. It does not track site processes for visitors who save their progress and return in a later session to complete the path. Visitor sessions during the tracking time period either complete the path, abandon the path at a particular step, or never enter the path. The output results show the number of sessions that continue to the next step, the percentage of sessions that abandon the path, and the percentage of sessions that continue to the next step. You can compare the funnels for different time periods to see whether changes made to your website led to improvements in path results.
You can also apply a persistent report segment to a true path funnel to analyze the behavior of specific visitor segments. Compare the segment behavior to the overall visitor traffic for the path.
When creating a report, you can select the report type from the top drop-down in the configuration panel: Flat list, Hierarchy, Custom group, Segment compare, True path, and Click stream.
A true path funnel use case
Assume that you are responsible for driving more email sign-ups on your website. You build a true path funnel for the email sign-up process to analyze visitor behavior across this path.
The true path funnel provides the following results:
|Steps||Sessions in this step||% of sessions continuing||% of sessions departing the path||% of sessions departing the site||% of sessions completed TruePath|
|Email Sign-Up page||9,944||54.02%||45.98%||9.23%||6.10%|
|Email Sign-Up Form page||5,372||11.30%||84.98%||17.55%||11.30%|
|Email Sign-Up Completion page||607||-||-||-||100.00%|
Based on these results, consider the following next steps:
- Only 2.06% of sessions from the home page complete the email sign-up process. Because completion from the home page is low, consider making the Email Sign-Up link that is featured on the home page more prominent.
- The Email Sign-Up Form page has a high number of sessions that depart the path (84.98%). Check to make sure that the instructions for email sign-up are clear, and that there are not too many form fields that require data entry. Consider adding error messaging to this page to provide clear instructions about how to complete the form. Consider creating a forward-looking Click stream report from the Email Sign-Up Form page to identify where visitors are navigating to after they leave this page. With this information, you can consider limiting access to these areas or implementing a process to lead visitors back to the Email Sign-Up path.