A typical funnel scenario
There are many interpretations of what a funnel report should and shouldn't do, so it can be complicated. The scenario below tells the story of Jimmy's Car Sales and how he used the funnel behaviour options in FLG Insights to fine-tune his funnel reports. It is intended to help you consider what you want from your funnel report and how FLG Insights' funnel behaviour options will help get you there. For more information, also refer to An introduction to Funnels, Create a funnel and Create a new funnel report.
Jimmy's Car Sales has a showroom and a website. Jimmy gets most of his sales leads through two forms on his own website - a simple contact form and a quotation form. He also buys leads from a leads provider and, sometimes, people just walk into his showroom.
Here's Jimmy's funnel. It includes four funnel steps - 1. New, 2. Contacted, 3. Quoted and 4. Converted. It is a simple funnel design with only one lead status in each funnel step but it maps to his business process perfectly.
Once Jimmy created his funnel, he let it collect funnel data before he set about creating funnel reports. He thought through all the different scenarios and what would be included by setting each funnel behaviour option. Take a look at how to Create a new funnel report for a detailed description of each funnel behaviour option.
Jimmy's funnel reports
A lead that arrives via the contact form on the website enters FLG at the ‘New’ lead status, so will start at step 1 of the funnel. Jimmy then calls the prospective customer to ask what make and model of car they’d like. Once he's done that, he changes the lead status to ‘Contacted’ so it progresses to step 2 of the funnel before commencing his research. Once Jimmy has found the perfect car, he sends a quote and changes the lead status to 'Quoted'. This moves the lead to step 3 of the funnel. If Jimmy has done his research well and offered a good price, the prospective customer purchases the car and the lead status is changed to 'Converted' which moves it to step 4 of the funnel.
In this scenario, the lead enters the funnel at the first step and progresses through the funnel one step at a time in order, without deviating.
Funnel behaviour options - no options are required for Jimmy to see these leads in his funnel report.
This time, the lead comes from a prospective customer completing the quotation form on the website. It enters FLG at ‘Quoted’ so goes straight to step 3 of the funnel. The lead status is never set to 'New' or 'Contacted' in earlier funnel steps. The lead progresses the same as the ‘Contact form’ by moving to 'Converted' once the prospective customer goes ahead with the car purchase.
Funnel behaviour options - as the lead comes in at step 3 of the funnel, Jimmy must enable Mid-funnel entry for these leads to be included in his report. Without this option enabled, these leads will be excluded.
Existing car lease
Jimmy’s purchased leads enter FLG as ‘New’ in step 1 of the funnel. He then calls the prospective customer and moves the lead status to ‘Contacted’ which also moves the lead to step 2 of the funnel. Sometimes, though, Jimmy discovers that the prospective customer has an active car lease so he sets the lead status to ‘Existing lease’ to remind him to call again when the lease is close to expiring. This lead status is not included in a funnel step. When the active lease is almost up, Jimmy calls the prospective customer again and quotes for a new car. Once he has done this, he sets the lead status to 'Quoted' so the lead re-enters the funnel at step 3.
Funnel behaviour options - if no options are enabled, this lead will appear in steps 1 and 2 of the funnel. It then leaves the funnel as the 'Existing lease' lead status is not included in the funnel design. If Jimmy wants to see this lead in his funnel reports, he has to enable the Leave and return option.
Tip: If Jimmy moves the lead from ‘Existing lease’ to ‘Converted’ (funnel step 4), the lead would not appear in the funnel with only Leave and return enabled. Jimmy also has to enable Skip steps.
Some prospective customers visit Jimmy's car showroom and know what they want to view and purchase. He takes their details and manually creates the lead in FLG and sets the lead status to 'New' which is in step 1 of the funnel. Jimmy then prints them a quotation and gives it to them there and then. He changes the lead status to 'Quoted' so the lead goes into step 3 of the funnel. The lead progresses the same as the ‘Contact form’ by moving to 'Converted' once the prospective customer goes ahead with the car purchase.
Funnel behaviour options - this lead enters at step 1 of the funnel as Jimmy creates the lead in FLG with the ‘New’ lead status. However, the lead status is then set to ‘Quoted’ in step 3, skipping step 2 of the funnel. If Jimmy wants to see this lead in his funnel reports, he has to enable the Skip steps option.
Tip: An extra option which Jimmy may find useful, is Backfill on skip which is only possible when Skip steps is enabled. The lead would then appear in step 2 of the funnel as well as step 3 onwards.
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