Usage Funnels
Lesson 1 of 1
  1. 1
    In the world of marketing analysis, “funnel” is a word you will hear time and time again. A funnel is a marketing model which illustrates the theoretical customer journey towards the purchase …
  2. 2
    Mattresses and More users were asked to answer a five-question survey: 1. “How likely are you to recommend Mattresses and More to a friend?” 2. “Which Mattresses and More location do you shop at?”…
  3. 3
    We could use SQL to calculate the percent change between each question, but it’s just as easy to analyze these manually with a calculator or in a spreadsheet program like Microsoft Excel or Google …
  4. 4
    Mattresses and More has an onboarding workflow for new users of their website. It uses modal pop-ups to welcome users and show them important features of the site like: 1. Welcome to Mattresses an…
  5. 5
    Incredible! After some quick math: | Modal | Control Percent | Variant Percent | | — | — | — | | 1 | 100% | 100% | | 2 | 60% | 79% | | 3 | 80% | 85% | | 4 | 80% | 80% | | 5 | 85% | 85% | - …
  6. 6
    Scenario: Mattresses and More sells bedding essentials from their e-commerce store. Their purchase funnel is: 1. The user browses products and adds them to their cart 2. The user proceeds to the c…
  7. 7
    First, we want to combine the information from the three tables (browse, checkout, purchase) into one table with the following schema: | browser_date | user_id |is_checkout | is_purchase | | — …
  8. 8
    We’ve created a new table that combined all of our data: | browser_date | user_id | is_checkout | is_purchase | | — | — | — | — | | 2017-12-20 | 6a7617321513 | 1 | 0 | | 2017-12-20 | 022d…
  9. 9
    So, we’ve created a funnel for Mattresses and More’s purchase process! It looks like: WITH funnels AS ( SELECT DISTINCT b.browse_date, b.user_id, c.user_id IS NOT NULL AS ‘is_checkout’, …
  10. 10
    Overall conversion rates: | browse | checkout | purchase | browse_to_checkout | checkout_to_purchase | | — | — | — | — | — | | 775 | 183 | 163 | 0.236 | 0.890 How conv…

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