When you’re new to Amplitude the funnel report can be challenging at first. Where other tools like Google Analytics never gave any flexibility to adjust the conversion window Amplitude offers you absolute and total flexibility.
But what is the conversion window?The conversion window is the maximum amount of time we allow between the first and the last step of the funnel. If the funnel is completed without that window a funnel completion (aka conversion) will be counted. If the time to complete the funnel is larger than the conversion window no conversion will be counted. The user will be dropped off along the funnel.
In our example above we allow for a maximum time difference of 7 days between the first and the last step for a conversion to be counted.
If you’re a first-time Amplitude user this can be daunting as you’re in total control of your funnel reporting and the metrics, such as conversion rate that go with it.
Most companies start by adopting the same conversion window they were used to in their previous tooling or make gut based assumptions to determine how to configure the conversion window. But what if I would tell you that there’s a report that can actually help you find an order of magnitude that makes sense for your business?
A breakdown of time to convert
Amplitude allows you to analyse how long it actually takes for people to complete a funnel, within an maximal allowed range.
The following report answers the question:
“If we look at the total number of conversions completed in a 7 day conversion window, what would the distribution of the duration be that was needed to convert?”.
Use the following report configuration:
Funnel report
Select “Time to convert”
The median time to convert is visible at the top of the graph.You can furthermore set buckets on the left hand side to create a custom overview (e.g: per 12 hours, per day, etc).
Note that the following configurations still require you to manually indicate a conversion window. The recommendation would be to make it quite large. This allows you to examine what the distribution looks like within your “assumed window of conversion”.
In our case the report indicates that the majority of 7 day conversions happen well before we’re halfway down the window. This could indicate that a 7 day window is quite royal and that we could potentially reduce it further.
Where to go from here
The reports shared above should now give you a data-backed understanding of how long it would take to convert and allow for you to tweak your conversion window further to a value that represents business reality. This allows you to set performance KPIs going forward.
Furthermore these reports can be used in order to set targets for your product team in order to build faster converting funnels.
Need help? Feel free to reach out!
Comments