The problem with defining funnels

A lot of analytics suites allows you to define customer journeys using funnels.

This helps you find out where your customers are dropping.

There are two problem with funnels:

• They’re too rigid, they expect an exact sequence of pages to happen. If it doesn’t it registers it as a drop
• It’s what you believe the customer journey is, rather than reverse-engineering the journey to see what journey the customer uses

Instead of defining sequences, listen to the sequences that the customers are telling your they’re using.

– Samy