Stage
Define one journey step.
Use the same session grain and event rules across every funnel stage.
Product analytics
Find where intent stops.
A funnel shows movement through a journey. Behavioural segments explain which lost users are close to action.
Visual model
Drop-off is the start of the question.
Counts show the scale of loss. Behaviour shows which users need a different intervention.
Funnel stageDrop-offIntent segmentTest opportunity
Start4.3M sessions
→
ExploreBrowse products
→
IntentAdd to cart
→
Outcome157K purchases
147,445 high-exploration losses
Test product discovery support.
Lost intent
310,249 high-intent losses
Test checkout reassurance.
Drop-off
Measure where users stop.
Compare both the number of users and the conversion rate.
Segment
Separate intent levels.
A browser and a user with several cart events need different actions.
Action
Turn the pattern into a test.
Define the target, hypothesis, primary metric, guardrail, and decision rule.
Where I used it
From behaviour to five tests
The analysis connects lost intent to checkout, discovery, trust, and delivery experiments.
View project evidence →