See where visitors drop off with funnels

A funnel answers one question: where do people give up? If half of the visitors who see a product page never open the cart, that step is worth a closer look with heatmaps, recordings or a survey.

Create a funnel

1. Open Research → Funnels and click New funnel (or Create your first funnel).
2. Give it a name, for example “From homepage to order”.
3. Under Steps, choose what each step is, then pick the page or element. The first step is always a page. If you remove the first step and the next one is a click or an event, Varly turns it into a page step and asks you to pick the page.
   • Visited a page: similar pages count as one, so Product pages covers every product.
   • Clicked an element: pick one of the most-clicked elements on your site, or type its CSS selector.
   • Added to cart: counted automatically on Shopify themes; on other shops your developer sends it with Varly.track.
   • Custom event: the name of an event your site sends with Varly.track, for example newsletter_signup.
   • Placed an order: only as the last step.
4. Click + Add a step for more steps (up to 8).
5. Click Create funnel.

Use Edit funnel to change it later, and Delete funnel to remove it. Varly asks you to confirm first, because a deleted funnel can't be brought back.

How to read it

Each bar shows how many visits reached that step, and the share of all visits that started the funnel. Between the bars you see how many visits left at that point, in red.

• A visit counts for a step when it did the steps above it first, in this order. Anything in between is fine.
• Everything is counted per visit, not per person.
• Placed an order counts visits that reached the step before it and ordered in the same visit. This needs your shop connected; see Orders and revenue.

Switch the period (7 days, 30 days, 90 days) and the device (All devices, Desktop, Mobile, Tablet) at the top.

Compare groups

Under Compare, choose Devices, New vs returning or Traffic sources. Below the funnel, a table shows for each group the share of its visits that reached each step. A number is red when that group is at least 20% lower than the best group in that row: that group gets stuck there more than the others. Small differences stay black. Groups with fewer than 30 visits are grey, because those numbers can change a lot by chance.

Comparing mobile with desktop often shows that one step is much harder on a phone.

Click Watch recordings next to a step, or a number in the table, to watch visits to that page (for that group).

Common problems

• The first step has no visits. Check that the page is right and that data is coming in for the chosen period.
• The order step stays at 0. Connect your orders under Install → 5. Connect your orders. Orders that came in before you connected are not counted.
• A page I need isn't in the list. The list shows pages with visits in the last 90 days. Pages appear once they get visits.