Conversion pipeline / conversion funnel

In order to ensure an ability to have transparency about progress towards creating the desired
effect a conversion pipeline can be created.

A conversion pipeline is a visualizing of the steps needed to ensure we are on track and can make
qualified decisions during product development and roll-out of product features.

Important steps in being able to create a conversion pipeline is:

What actions and behaviours are needed in order for my product to achieve the desired effect?
What steps/phases will the user/customer have to go through during the product usage flow?

The conversion pipeline can be applied the overall product level as well as at epic/feature level.

Sample conversion pipeline

Cookbook on how to facilitate the creation of a conversion pipeline workshop:

Duration: 1-3 hours depending on goal/product/solution/market maturity

Participants:
 Agile coach (required)
 Product owner (required)

 SME (optional)
 Business stakeholders (optional)
 UX (optional)

Input to workshop:
 Product vision
 Impact mapping
 High-level epics
 Conceptual ideas about actual solution (prototypes, wireframes)

 Facilitation
o brown paper or whiteboard
o post-its – different colours and sizes
o sharpies

Activities during session:

1. draw a x-axis with the labels “awareness”, “interest”, “desire”, “conversion” and “re-
engage”
2. draw a y-axix with percentage from 0 to 100%
3. write the goal that we should achieve by going through a series of activities
a. this can be derived from either the overall impact from an impact map or it can be
the KPI from branch in impact map
4. write all the steps that the user has to go through in order to from creating awareness
towards the user until the re-engage is done
5. place the steps on the x-axis going through all phases mentioned in “1”
a. there does not necessarily need to be many (or any) steps for every part of “1”
phases but make sure you consider each phase
6. for each step attribute a target level of the conversion. How many percentage do we
expect to move from one step to the next? Sanity check the steps
Output of workshop and next steps:
 Overview of the realism of the expected effect/goal. Is it based on the conversion realistic
to achieve the goal?
 Conversion pipeline with KPI for each step that can be used for tracking product adoption
progress once released

Go no-go?