Overview

2025-11-27 08:14

Funnel analysis shows the sequence of steps users take to complete a goal in your mini program. Instead of studying isolated events, it visualizes whole user journeys so you can find exactly where users drop off and why they fail to convert.

Use funnel analysis to break complex flows into measurable steps. For example, an e-commerce purchase funnel might be: view product → add to cart → start checkout → complete payment.

By analyzing this funnel, you can identify the biggest friction points in the user journey, such as a confusing checkout form, and prioritize optimizations that will have the greatest impact on your conversion rates and revenue.

This topic introduces funnel analysis, including the basic concepts in funnel analysis and its most common scenarios.

Basic Concepts

Funnel

A funnel is a series of key events, or steps, that a user is expected to complete to achieve a specific goal. Funnels provide a clear framework for measuring how effectively users navigate critical paths within your mini program.

Funnel step

A funnel step is an individual action event that constitutes one part of the overall funnel. Clear, distinct steps are the foundation of useful funnel analysis.

Conversion

Conversion is the percentage of users who successfully move from one step of the funnel to the next, or from the first step to the last.

Drop-off

Drop-off represents the percentage of users who enter a funnel step but do not proceed to the next one. Identifying and reducing drop-off is the primary objective of funnel analysis.

Applicable scenarios

Funnel analysis in the Mini Program platform is applicable to a wide variety of scenarios. The following table lists typical scenarios for using funnel analysis to optimize your mini programs.

Scenario	Description
E-commerce purchase funnel	Track users from product view to add-to-cart, checkout initiation, and successful payment. Identify where users abandon their carts to optimize the shopping experience and lift sales.
New user activation funnel	Analyze the journey from the first time a user opens the mini program to completing a key activation event, like creating an account, binding a phone number, or making their first interaction. Pinpoint drop-offs to improve first-time user experience and retention.
Service booking funnel	For appointment or reservation-based services, track the flow from searching for a service, selecting a time slot, entering personal details, to confirming the booking. Find and fix barriers that prevent users from completing a reservation.
Onboarding tutorial funnel	If your mini program has a guided tour, measure how many users start, progress through, and complete it. High drop-off rates may indicate the tutorial is too long, confusing, or not engaging.
Feature adoption funnel	When launching a new feature, create a funnel to track its adoption: from seeing the feature announcement, clicking on it, to successfully using it for the first time. This helps measure the effectiveness of your launch campaign.
Search-to-conversion funnel	Analyze the path from a user performing a search, to clicking a search result, and finally completing a desired action (e.g., adding to cart, playing a video). Use this to optimize your search algorithm and result presentation.
Content subscription funnel	For content-based mini programs, track the user journey from reading an article, to subscription, and successfully completing the payment or sign-up process.
Lead generation funnel	Measure the effectiveness of a lead capture form by tracking users from landing on a page, to starting to fill out the form, and finally submitting it successfully. Identify which form fields cause the most drop-offs.
Viral loop funnel	Quantify the effectiveness of social sharing by tracking the full loop: User A shares content → User B clicks the shared link → User B opens the mini program → User B performs a key action (e.g., registers or makes a purchase).
Re-engagement campaign funnel	Evaluate the success of push notifications or marketing campaigns by creating a funnel that starts when a user opens the app from a notification and ends when they complete the campaign's target action.
Support ticket submission Funnel	Optimize the user support experience by analyzing the flow from visiting the help center, to finding a relevant FAQ, to successfully submitting a support ticket if their issue is unresolved.
Cross-sell/Up-sell funnel	Analyze the journey of users who are presented with an up-sell or cross-sell offer during checkout and track how many proceed to add the item and complete the purchase.