Funnel analysis: investigating why users drop

Users do not search for flights

Add Flight — Screen 1
  1. Users don’t have a flight at the moment they open the app for the 1st time — that’s why we added “Sample flight”. It did help, but didn’t completely fix the problem.
  2. Users do not find the airline/airport they are searching for — so we decided to anonymously track what users enter into the search fields. And we started to see some exciting patterns: people enter some weird.. oh no, not weird… some strange.. nope.. some foreign letters! They were trying to search “Домо” for Domodedovo airport in Moscow and we had no assumption they do that.. I know it sounds obvious now, but believe me this was not obvious for us at the moment: we used English wordings all the time and had no idea someone would use Russian, or Spanish, or Arabic… Eventually we have parsed Wikipedia using dbpedia to extract airport and airline translation into native languages we support in the app… So, check your assumptions and habits and phone device settings ☺ And make sure you log user input for further investigation. But do it anonymously
Add Flight — Screen 2

Users do not search for ground transportation

Taxi Search — Screen 1
  1. Users copy/pasted addresses from their hotel confirmation emails and our “autocomplete” feature did not account for this
  2. People usually entered just hotel names, but we filtered (don’t ask me why) “estabilshments” when fetching results from Google Places API.
Taxi Search — Screen 2




CEO of App in the Air (3M+ users), Systems Thinker. Follow me on Twitter: @bayka

Love podcasts or audiobooks? Learn on the go with our new app.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Bayram Annakov

Bayram Annakov

CEO of App in the Air (3M+ users), Systems Thinker. Follow me on Twitter: @bayka

More from Medium

Process only selected rows in scripts and add-ons

Talking Shop: 10 Questions with Daysie Founder Tara Pate

Building a purchase funnel from GA4 data in Google Data Studio

Transform Customer Data Platform (CDP) into Super Forecaster

Customer Data Platform as Super Forecaster