Trended Funnel

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title: Visualization pattern - Trended Funnel category: data tags:

• data excerpt: “Visualization pattern - Trended Funnel” —

Visualization pattern - Trended Funnel

To visualize a funnel over time we can use an Area Chart (not a stacked chart) !
Notice that is over-time, thus we can see the funnel changing with time, this is more information rich than the usual typical (static) funnel view.

See in above picture as example, each “wave” represents a step in the funnel.
The widest wave represents start of funnel, and then each inside “wave” represent the next steps (see chart annotations)

A small gap between waves means high conversion rate between steps, while wider gaps represents a bigger drop off, and often is where we need to focus attention on to improve.

Small technicality in Excel: When getting the data ready to plot make sure data is ordered by size volume (i.e. ordered by funnel correct steps sequence)