Teaching Funnels To Understand Non-Linear Customer Journeys
Most funnel analytics assume people move in a straight line. Sign up, browse, add to cart, pay. Five boxes, four arrows, one number at the end.
Nobody behaves like that.
We will be looking at the GoalFlow funnel analytics framework and how it handles this.
The customer who breaks your funnel
Picture a real customer.
She installs the app from an ad, ignores it for eleven days, comes back through a push notification, starts a checkout, abandons it, gets a promo email, redeems the promo on desktop, and finally places an order. Somewhere in the middle, she also created an account and referred a friend.
Now try to answer three basic questions about her.
Which of those steps was "the funnel"? Which touchpoint deserves credit for the order? And if the company tracks three separate goals (first order, subscription signup, referral), does she belong to one funnel or three?
A...
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