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Case 4: Building Conversion Funnels from Discovered Events

Case 4: Building Conversion Funnels from Discovered Events

Section titled “Case 4: Building Conversion Funnels from Discovered Events”

Starting Point

Section titled “Starting Point”

After exploring user event streams and seeing what events exist

The Process

Section titled “The Process”

1. Identify key funnel events from user exploration

Section titled “1. Identify key funnel events from user exploration”

From scrolling through user events, you saw:

  • conv_landing_page_view (entry point)
  • achieve_screen_loaded (first funnel step)
  • achieve_screen_viewed (user engaged with screen)
  • sex_screen_loaded (next step in form)
  • sex_screen_viewed (user engaged)
  • dob_screen_loaded (date of birth step)
  • bmi_screen_loaded (BMI calculator step)
  • goal-weight_screen_viewed (goal setting step)

2. Create conversion funnel in PostHog

Section titled “2. Create conversion funnel in PostHog”
  • Graph type: Conversion steps
  • Time range: Last 7 days
  • Build the funnel with discovered events in logical order

3. The funnel reveals the story

Section titled “3. The funnel reveals the story”

Funnel Results (Last 7 Days)

Section titled “Funnel Results (Last 7 Days)”
StepEventPersonsConversionDrop-offAvg Time
1conv_landing_page_view55,775 (100%)---
2achieve_screen_loaded5,509 (9.88%)9.88%50,266 (90.12%)19s
3achieve_screen_viewed4,296 (7.7%)77.97%1,213 (22.02%)9s
4sex_screen_loaded3,923 (7.03%)91.32%373 (8.68%)14s
(continues…)

Overall Funnel Metrics

Section titled “Overall Funnel Metrics”
  • Total conversion rate: 3.93%
  • Average time to convert: 19m 31s

The Massive Red Flag

Section titled “The Massive Red Flag”

🚨 90.12% drop-off from landing page to first screen 🚨

  • Out of 55,775 people who viewed the landing page
  • Only 5,509 (9.88%) made it to the achieve screen
  • 50,266 people never progressed beyond the landing page

Questions This Raises

Section titled “Questions This Raises”
  • Why are 90% of landing page viewers not progressing?
  • Is tracking broken? Are events not firing correctly?
  • Is there a technical issue preventing users from advancing?
  • Is the landing page not converting at all?
  • Are we counting bot traffic in landing page views?

Key Insights

Section titled “Key Insights”
  1. You didn’t ask anyone “do we have a conversion problem?” - The funnel showed you immediately
  2. 90% drop-off is not a subtle issue - It jumps out and demands investigation
  3. The workflow was natural: Explore events → Build funnel with those events → Spot obvious problem
  4. No developer documentation needed: You built this funnel purely from events you discovered yourself
  5. After the first massive drop, conversion is actually decent: 77.97% from achieve_screen_loaded to viewed, 91.32% to next step

What Works Well After Initial Screen

Section titled “What Works Well After Initial Screen”
  • Once users get past the landing page barrier, they convert reasonably well through the questionnaire
  • Step 2→3: 77.97% continue (reasonable engagement)
  • Step 3→4: 91.32% continue (very good retention)

Principles Applied

Section titled “Principles Applied”

Tool Features Used

Section titled “Tool Features Used”
  • Conversion steps visualization (funnel chart)
  • Query builder with drag-and-drop event steps
  • Automatic calculation of conversion rates and drop-offs
  • Time to convert metrics
  • Visual representation making drop-offs obvious
  • “Run experiment” option for testing improvements
Section titled “Navigation”