A conversion funnel backlog is a way for your team to see all the different ways a potential customer might come to your website, and how likely they are to become a paying customer. You can use this information to figure out what changes you need to make to improve the user experience and encourage more conversions.
The Funnel backlog normally includes 5 stages:
Acquisition: From which sources do you find new customers?
Activation: How satisfied are your customers with your product or service from the beginning?
Retention: Do your customers return after their initial experience with your product?
Referral: Would your customers recommend your product or service to others? If not, how can you encourage them to do so?
Revenue: What are some ways you can increase the profitability of your product or service? One way is to improve each stage of the process, for example by coming up with new ideas or by tracking conversion and drop-off rates.
When to use Conversion Funnel Backlogs
There are many different scenarios of conversion funnel you can develop, including:
- Registration and login funnels: What steps in the process prevent users from signing up for your product or service?
- Tutorial funnels: Do users become confused by a performance issue?
- In-app purchase funnels: Why are users abandoning the checkout screen?
- Upgrade-to-pro funnels: What can you learn about the users who are most engaged with your app, and their behavioral patterns?
- Level completion funnels: How can you balance easy and challenging skill level offerings with encouraging repeat users for gamified apps or experiences?
- Search funnels: What results are you failing to deliver on your website?
- Cancel subscription “winback” funnels: What are some ways you can use drop-offs to create conversions? What are some ways that re-engagement messaging or promotions can lead to acquiring customers again?
