Funnelselvitykset

Funnelselvitykset is a term used in Finnish digital analytics to describe the systematic examination of conversion funnels within products, websites, or services. The aim is to understand how users move through predefined stages, quantify where users drop off, and identify opportunities to improve conversion and user experience.

Concept and scope: A funnelselvitys typically defines a funnel with sequential stages (for example, site visit → product page → add to cart → checkout → purchase). Analysts gather event data, define conversion events, and calculate stage-specific conversion rates. Techniques such as cohort analysis, path analysis, and funnel visualization are used to interpret the data.

Methodology: Key steps include agreeing on the funnel scope and definitions, implementing robust event tracking, cleaning data, computing baseline metrics, and testing interventions (A/B tests) to measure impact. It often involves segmentation by device, channel, or user cohort to reveal differential performance.

Applications and benefits: Funnelselvitykset support optimization of critical moments in the user journey, including onboarding, checkout, and renewal paths. Benefits include prioritization of improvements, evidence-based decision making, and better alignment between product, marketing, and engineering teams.

Limitations and considerations: Data quality and attribution challenges can affect interpretations. Multi-channel and cross-device behavior complicate the funnel, and privacy regulations constrain data collection. Results are most meaningful when paired with qualitative insights.

See also: conversion funnel, funnel analysis, user analytics, experimentation.