Identify Points of User Friction

Goal: Quickly identify points of friction in your customer journey.

Business Question: Is the “Create Profile” page on the subscription sign-up flow a point of friction that lowers the subscriber conversion rate?

Analytics Tool: Funnel

Bookmark: Behavioral Analytics 101: Identifying Points of Friction

1. In the Funnel tool, search and select the events in the steps that are part of the customer flow for subscriber conversion. In this scenario, the steps involved in subscribing include: Email Clicked, Site Visit, Create Profile, and Subscribe.
2. Once you run the query (by clicking the play button), you will see a percentage between each of the steps in your funnel. The number between the first two circles on the left represents the conversion rate from Step 1 to Step 2.
3. Click the push pin icon on the Create Profile step of the funnel or in the query builder to unpin that step. This means you will be able to see the conversion rate when a user creates a profile versus when they do not.
   Next, click Settings and under Path Exclusivity, ensure Exclusive is selected.
   This will enable you to measure the impact of the optional step on the conversion rate.
   
4. Click Settings and under Path Exclusivity, ensure Exclusive is selected. This will enable you to measure the impact of the optional step on the conversion rate.
   
5. In this example, we can see that the conversion rate to Subscribe is higher when customers create a profile, compared to when they do not. We can interpret this to indicate that the create profile page is not a point of friction, and in fact may aid conversion, since more customers who create a profile tend to convert compared to those who do not.

Note: Do not worry if your numbers don’t match – the data shown is relative to when you personally run your own query.