Funnels and conversion paths
Design a multi-step funnel that reflects real user journeys
Keep funnel steps actionable, ordered and grounded in events your site records.
A funnel becomes unreadable when every click becomes a step. Model a journey at the level where each transition suggests a distinct product or content decision.
Start at the decision boundary
Map the stages a person crosses from first relevant arrival to outcome. Prefer actions with clear meaning—plan selected, application started, request submitted—over low-value interface events. For a non-linear journey, consider separate funnels for distinct intents rather than forcing all visitors into one path.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeWrite down ordering and identity rules
Decide whether steps must be sequential, whether people can skip optional stages and whether revisits count. Specify the time window and whether the analysis follows users or sessions. These choices change who qualifies and should be visible beside the report.
Keep every stage connected to an action
If a step has no plausible response—no team owns it and no change could affect it—remove or combine it. Review conversion between adjacent stages and the final outcome. Refine the model when you learn that a supposed step does not reflect how customers actually decide.