Visualising and acting on insights

Visualising and Acting on Insights

Dashboarding the rate calculations

Once you have the data to calculate each rate percentage in the three-step KPI approach, you can visualise them as graphs.

For this I use a combi-graph timeseries: the rate percentage as the line, and the opportunities (the denominator of the calculation) as the columns.

Below is an example of how this may look for one of the three KPIs. In a dashboard you’d typically have 3 graphs side by side for each conversion node (or two, if it relates to a one-time onboarding activity).

Understanding and interpreting the visualisation

The chart gives you a quick, high-level read of rate vs. opportunities.

Consider the chart above as the initialisation of a feature within your app, visualised at the daily level:

• Successes: users who clicked into the feature or call-to-action in the last 30 days
• Opportunities: 30-day active users (MAU)

Each column represents the MAU on any given day, and the line shows what percentage of the MAU clicked into the feature.

Interpretation: “Despite MAU declining, an increasing proportion of the MAU were clicking into the feature. Once the MAU started to increase again, the proportion of users clicking into the feature declined steeply.”

Effectively target areas for improvement

Once your graphs or dashboard are in place, the trend of the line and the columns will make clear whether to act on the rate or on the opportunities.

Do things in the correct order

Always follow the 3 steps linearly when solving conversion problems: solve initialisation before completion, and completion before stickiness.