Digital Experience Insights Report What Funnels Conceal (that you probably weren’t aware of)Key T akeaways Methodology: From August to Oct 2021, Heap’s data science experts analyzed thousands of anonymized user funnels and millions of user events to locate key patterns and trends. In addition, we performed qualitative interviews with hundreds of customers to detail their concerns about understanding their customers’ journey. Here’s what we found. The Problem With Funnels of all funnels deliver incorrect or misguided information, leading to misguided goals and incorrect assumptions 84 % Miscalculation Unseen Detractors Invisible Paths of funnels miss an interaction that’s associated with lower conversion, leading teams to prioritize the wrong fixes of funnels miscount convert

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