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sumangalgrowth

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Reply with quote  #1 
First post here, please excuse if it's the wrong sub-forum.

We're a marketing intelligence company, and provide a reporting and data exploration platform for performance marketers. A number of our customers are e-commerce companies, who want to build funnel visualizations of shopping behaviour, impression to transaction, etc. in their reports. At the moment, we have a pretty rudimentary funnel available, it looks like this:
Screen Shot 2018-02-08 at 11.48.59 AM.png

We do understand that this isn't the best way to visualize a funnel (as other posts in the forum have mentioned too!), and were looking at alternatives. One of the suggestions that came up was to build something similar to what Google Analytics has (unable to embed another image, have attached). While this carries the advantage of showing dropoff %, it is difficult for users to compare the funnels of 2 different scenarios (unless they create separate ones, even in which case comparing values visually could be a challenge)

Would love to hear from all of you, on your thoughts of what would a good e-commerce funnel look like? Do you think the Google Analytics one cuts it? 

Attached Images
Name: GA Funnel.png, Views: 17, Size: 31.27 KB



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Thanks and regards,
Sumangal Vinjamuri

sfew

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Reply with quote  #2 
Sumangal,

A funnel, in this case, serves as an analogy to illustrate the fact that values decrease from one stage of the process to the next. It serves well as an analogy, bur not as a means of display, for we the sizes of the funnel do not accurately represent the values, and even if they did, our brains so not do a good job of comparing the sizeas (i.e., the areas) of objects. Bars work much better, for our brains do a good job of comparing the heights and tops of the bars. The Google Analytics example is much more effective than the one that you've proposed, which looks like a funnel.

You menrtioned that the Google Analytics example doesn't support easy comparisons of funnel processes. If you place one bar graph above another, do you feel that the comparison would be difficult? If so, why?

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Stephen Few
sumangalgrowth

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Reply with quote  #3 

Hi Stephen,

Thanks for responding! Completely agree with you on the point that a funnel itself serves well as an analogy but not as a means of display - which is why we are looking to build a more effective funnel data viz for marketers.

Screen Shot 2018-02-12 at 1.12.56 PM.png 

On the comparison of two different bar graph funnels, there are a couple of issues why we feel it’s not the easiest. In the viz above, I have placed two funnels beside each other, one for shopping behavior on mobile and the other for shopping behavior on desktop.

1. In the former and the latter, the % drop-off between stage 1 and stage 2 are nearly the same. But, since the scales of both are different, I am not able to get a visual sense of the magnitude of drop-off difference in each.
2. Between stage 3 and stage 4, the drop-off in the former is a lot higher than the latter. But, visually the stage 4 bar of each looks the same. Plus, though the drop-off from the previous stage is a lot higher in the former, the absolute value of stage 4 in it remains higher than the latter.

What do you think?



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Thanks and regards,
Sumangal Vinjamuri
sfew

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Posts: 845
Reply with quote  #4 
Sumangal,

For comparing two data sets for the same funnel process, consider the following example:

Funnel Example.png 

I left off "Sessions with Transactions," which didn't show up in your example, and I approximated the values. Also, I didn't bother to include all of the text that would be useful to clarify the information. As you can see, the lower graph displays the percentage losses from one stage to the next.


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Stephen Few
sumangalgrowth

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Posts: 4
Reply with quote  #5 
Hi Stephen,

Thank you for sharing this example - it certainly solves all of our initial problems! We will build this out soon, and share it with you for feedback.

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Thanks and regards,
Sumangal Vinjamuri
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