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🔍 Conversion Drivers in Funnels

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Akin Olugbade

Product Manager, Statsig

8/5/2025

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🔍 Conversion Drivers in Funnels

Pinpoint what’s helping or hurting your conversions. Conversion Drivers automatically highlight the most significant factors influencing whether users drop off or complete a funnel, so you don’t have to guess where to dig deeper.

What You Can Do Now

Identify high-impact drivers of conversion or drop-off without needing a hypothesis in advance
Analyze correlations across event properties, user properties, and intermediary events
View performance summaries for each driver, including conversion rate and share of funnel participants
Drill into a driver to access a conversion matrix and correlation coefficient
Group the funnel by any surfaced driver with one click to explore broader trends

How It Works

When viewing a funnel, click on any step and select “View Drop-Off & Conversion Drivers.” A modal will appear showing a ranked list of the most statistically significant factors associated with conversion or drop-off at that step.

You can configure which types of data we analyze:

Event properties like plan type, referral code, or platform
User properties like country, account age, or signup method
Intermediary events, which occurred between the two funnel steps

Each surfaced driver includes:

How much more or less likely users with the factor were to convert, expressed as a multiple (for example, users with platform = Android were 1.2x as likely to convert)
Conversion rate for users with the factor
Share of funnel participants who had the factor

Clicking into a driver opens the drilldown view, where you can explore:

A conversion matrix that compares outcomes for users who had the factor versus those who did not
A correlation coefficient measuring how strongly the factor is associated with completing the funnel

If a pattern looks meaningful, you can group your funnel by that property with a single click. This reconfigures the chart to show step-by-step conversion performance broken down by the selected value.

Impact on Your Analysis

Funnels tell you what your conversion rate is. Conversion Drivers help explain why.

This feature is especially useful when:

You are exploring a new funnel without a clear hypothesis
You notice a drop-off and want to identify potential causes
You want to validate whether specific user groups or behaviors are influencing conversion
You are monitoring changes in funnel performance and need to explain what shifted

By surfacing statistically significant behaviors and attributes, Conversion Drivers gives you a starting point for deeper investigation and helps you move faster from observation to insight.

Available Now

Conversion Drivers are available on any funnel for customers on the Pro plan or Enterprise customers with the Advanced Analytics package. Click on a step and select “View Drop-Off & Conversion Drivers” to get started.

Loved by customers at every stage of growth

See what our users have to say about building with Statsig

Testimonials

"Statsig's experimentation capabilities stand apart from other platforms we've evaluated. The ease of use, simplicity of integration help us efficiently get insight from every experiment we run. Statsig's infrastructure and experimentation workflows have also been crucial in helping us scale to hundreds of experiments across hundreds of millions of users."

Paul Ellwood

Head of Data Engineering

"We evaluated Optimizely, LaunchDarkly, Split, and Eppo, but ultimately selected Statsig due to its comprehensive end-to-end integration. We wanted a complete solution rather than a partial one, including everything from the stats engine to data ingestion."

Don Browning

SVP, Data & Platform Engineering

"Excited to bring Statsig to Whatnot! We finally found a product that moves just as fast as we do and have been super impressed with how closely our teams collaborate."

Rami Khalaf

Product Engineering Manager

"Statsig has enabled us to quickly understand the impact of the features we ship."

Shannon Priem

Lead PM

"I know that we are able to impact our key business metrics in a positive way with Statsig. We are definitely heading in the right direction with Statsig."

Partha Sarathi

Director of Engineering

"Working with the Statsig team feels like we're working with a team within our own company."

Jeff To

Engineering Manager

"[Statsig] enables shipping software 10x faster, each feature can be in production from day 0 and no big bang releases are needed."

Matteo Hertel

Founder

"Statsig has been an amazing collaborator as we've scaled. Our product and engineering team have worked on everything from advanced release management to custom workflows to new experimentation features. The Statsig team is fast and incredibly focused on customer needs - mirroring OpenAI so much that they feel like an extension of our team."

Chris Beaumont

Data Scientist

"The ability to easily slice test results by different dimensions has enabled Product Managers to self-serve and uncover valuable insights."

Preethi Ramani

Chief Product Officer

"We decreased our average time to decision made for A/B tests by 7 days compared to our in-house platform."

Berengere Pohr

Team Lead - Experimentation

"Statsig is a powerful tool for experimentation that helped us go from 0 to 1."

Brooks Taylor

Data Science Lead

"We've processed over a billion events in the past year and gained amazing insights about our users using Statsig's analytics."

Ahmed Muneeb

Co-founder & CTO

"Leveraging experimentation with Statsig helped us reach profitability for the first time in our 16-year history."

Zachary Zaranka

Director of Product

"Statsig enabled us to test our ideas rather than rely on guesswork. This unlocked new learnings and wins for the team."

David Sepulveda

Head of Data

"Brex's mission is to help businesses move fast. Statsig is now helping our engineers move fast. It has been a game changer to automate the manual lift typical to running experiments and has helped product teams ship the right features to their users quickly."

Karandeep Anand

President

"We only had so many analysts. Statsig provided the necessary tools to remove the bottleneck. I know that we are able to impact our key business metrics in a positive way with Statsig. We are definitely heading in the right direction with Statsig."

Partha Sarathi

Director of Engineering

"Statsig has been a game changer for how we combine product development and A/B testing. It's made it a breeze to implement experiments with complex targeting logic and feel confident that we're getting back trusted results. It's the first commercially available A/B testing tool that feels like it was built by people who really get product experimentation."

Joel Witten

Head of Data

"We realized that Statsig was investing in the right areas that will benefit us in the long-term."

Omar Guenena

Engineering Manager

"Having a dedicated Slack channel and support was really helpful for ramping up quickly."

Michael Sheldon

Head of Data

"Statsig takes away all the pre-work of doing experiments. It's really easy to setup, also it does all the analysis."

Elaine Tiburske

Data Scientist

"We thought we didn't have the resources for an A/B testing framework, but Statsig made it achievable for a small team."

Paul Frazee

CTO

"We use Statsig's analytics to bring rigor to the decision-making process across every team at Wizehire."

Nick Carneiro

CTO

"We've successfully launched over 600 features behind Statsig feature flags, enabling us to ship at an impressive pace with confidence."

Wendy Jiao

Staff Software Engineer

"We chose Statsig because it offers a complete solution, from basic gradual rollouts to advanced experimentation techniques."

Carlos Augusto Zorrilla

Product Analytics Lead

"We have around 25 dashboards that have been built in Statsig, with about a third being built by non-technical stakeholders."

Alessio Maffeis

Engineering Manager

"Statsig beats any other tool in the market. Experimentation serves as the gateway to gaining a deeper understanding of our customers."

Toney Wen

Co-founder & CTO

"We finally had a tool we could rely on, and which enabled us to gather data intelligently."

Michael Koch

Engineering Manager

"At Notion, we're continuously learning what our users value and want every team to run experiments to learn more. It's also critical to maintain speed as a habit. Statsig's experimentation platform enables both this speed and learning for us."

Mengying Li

Data Science Manager

"At OpenAI, we want to iterate as fast as possible. Statsig enables us to grow, scale, and learn efficiently. Integrating experimentation with product analytics and feature flagging has been crucial for quickly understanding and addressing our users' top priorities."

Dave Cummings

Engineering Manager, ChatGPT

"Statsig has helped accelerate the speed at which we release new features. It enables us to launch new features quickly & turn every release into an A/B test."

Andy Glover

Engineer

"We knew upon seeing Statsig's user interface that it was something a lot of teams could use."

Laura Spencer

Chief of Staff

"The beauty is that Statsig allows us to both run experiments, but also track the impact of feature releases."

Evelina Achilli

Product Growth Manager

"Statsig is my most recommended product for PMs."

Erez Naveh

VP of Product

"Statsig helps us identify where we can have the most impact and quickly iterate on those areas."

John Lahr

Growth Product Manager

"With Warehouse Native, we add things on the fly, so if you mess up something during set up, there aren't any consequences."

Jared Bauman

Engineering Manager - Core ML

"In my decades of experience working with vendors, Statsig is one of the best."

Laura Spencer

Technical Program Manager

"Statsig is a one-stop shop for product, engineering, and data teams to come together."

Duncan Wang

Manager - Data Analytics & Experimentation

"Engineers started to realize: I can measure the magnitude of change in user behavior that happened because of something I did!"

Todd Rudak

Director, Data Science & Product Analytics

"For every feature we launch, Statsig saves us about 3-5 days of extra work."

Rafael Blay

Data Scientist

"I appreciate how easy it is to set up experiments and have all our business metrics in one place."

Paulo Mann

Senior Product Manager

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