Funnels & segments
Multi-step conversion funnels with per-step drop-off and statistical rigour, plus behaviour-based visitor cohorts.
Funnels
A funnel is an ordered sequence of events, for example landed → viewed pricing → opened popup → submitted lead. ThorStack aggregates sessions server-side and reports, per step:
- the count reaching that step,
- the conversion rate from the top,
- the drop-off to the next step.
Step-to-step conversion is evaluated with a z-test so the numbers are defensible, not eyeballed. Aggregation is bounded (a 25,000-event cap per computation) so a funnel query stays fast on a busy site.
Segments
A segment is a named cohort built from visitor behaviour. Combine up to 12 conditions:
- Page visited, regex match on path (ReDoS-guarded, capped pattern length).
- Device, desktop, mobile, tablet, unknown.
- Country, from GeoIP.
- Event count, minimum engagement threshold.
- Conversion, converted or not.
- UTM source, the campaign that brought them.
Segments are the cohorts you act on: target a popup to "pricing visited + 3+ sessions + not converted", or hand "returning readers" to the Marketing module for a targeted send.
Workflow
- Build the funnel to find where visitors drop.
- Watch replays of that step to learn why.
- Define a segment of the affected visitors.
- Ship an experiment or popup at that segment.
- Re-check the funnel to confirm the lift.