Funnel

Who is Funnel?

Funnel is a Swedish technology company that provides a marketing platform for analysts and marketers. We help over 2,000 paying customers collect, analyze, and report marketing data from more than 500 data sources within a single platform.

What is the goal of using Skyra?

Since we want a website that truly meets users' most important needs, we need a tool that helps us measure content quality and ensure its relevance over time.

What was the challenge before contacting Skyra?

Funnel is growing rapidly and continuously expanding its service offerings. As a result, there is a massive demand for help articles, guides, landing pages, and other self-service content. We serve multiple target audiences, each with different informational needs. Right now, we are at a crossroads where we need to review all content to assess whether the structure and information truly meet the needs of all our audiences.

Who are Funnel’s target audiences?

We have two primary target groups: Agencies and Brands. Brands include all businesses that are not an Agency. Additionally, we have defined target groups based on roles, such as marketers, CMOs, executives, and analysts.

What tools do you use for user insights?

Our three most important tools moving forward are:

• FullStory, an event-based web analytics tool that provides detailed mapping of user journeys, as well as heatmaps and session recordings.
• Lyssna, a "full-range toolbox for user research" that helps us work efficiently with user testing.
• Skyra, which plays a key role in establishing reporting based on user feedback, with a special focus on top tasks.

What do you want to report using Skyra?

Our main challenge is gaining clearer insights into why users visit our website and whether they actually complete their tasks. Measuring this will provide a knowledge base to determine if major website changes are needed and, if so, what changes should be made. We need to report on target audiences and drill down into insights based on these groups.

How did you become familiar with the Top Tasks methodology?

I (Erik) have experience with Top Tasks measurement from earlier in my career, including my work in Norway with companies such as Telia, Ice, DNB, and RiksTV. I was involved in website development projects, and the Top Tasks approach made it easy to understand users' real needs and measure how well the website met them.

How did you previously work with user insights?

At Funnel, I have used Hotjar for feedback, which worked to some extent but was poorly suited for analyzing top tasks and reporting by target audience. Setting up the right survey questions was manageable, but reporting in the way we needed was impossible. We could see responses per question, but processing the data to generate the reports we wanted was too time-consuming.

Can you give an example of how you want to report?

We want to measure how well our content works for different target audiences—whether we are reaching them effectively or if something needs to change. We need a tool that can clarify the user tasks each audience wants to complete and whether they succeed. In addition to numerical data for reporting, we need concrete feedback to help us improve or create new content.

What is your goal with Skyra?

In short: a website that better meets users' most important needs, along with measurement capabilities that help us ensure its quality over time.