{"id":111566,"date":"2024-03-12T21:26:46","date_gmt":"2024-03-12T21:26:46","guid":{"rendered":"https:\/\/userpilot.com\/blog\/product-management-funnel\/"},"modified":"2026-04-07T17:28:00","modified_gmt":"2026-04-07T17:28:00","slug":"product-management-funnel","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/product-management-funnel\/","title":{"rendered":"Product Management Funnel: 9 Funnels PMs Should Track"},"content":{"rendered":"<p>What is a product management funnel? What is the difference between the PM funnel and the sales funnel, and why is the sales funnel important? What are the different funnels that <a href=\"https:\/\/userpilot.com\/role\/product-management\" target=\"_blank\" rel=\"noopener noreferrer\">PMs<\/a> should track? And why do they matter?<\/p>\n<p>If you\u2019re after the answers to these questions, you\u2019re in luck, because that\u2019s exactly what we explore in our article. We also look at how you can harness the power of analytics tools to optimize your funnels.<\/p>\n<p>Ready to dive in?<\/p>\n<h2>Summary of product management funnel<\/h2>\n<ul>\n<li>The product management funnel, also known as the conversion funnel, is a powerful tool for tracking and optimizing <a href=\"https:\/\/userpilot.com\/blog\/user-journey-vs-user-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">user journeys.<\/a><\/li>\n<li>Sales and marketing teams use the product management funnel and sales funnel interchangeably.<\/li>\n<li>It allows teams to better <a href=\"https:\/\/userpilot.com\/blog\/customer-wants-and-needs-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">understand user needs<\/a> to make <a href=\"https:\/\/userpilot.com\/blog\/data-led\/\" target=\"_blank\" rel=\"noopener noreferrer\">data-driven <\/a>product decisions and identify <a href=\"https:\/\/userpilot.com\/blog\/friction-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">friction <\/a>that results in users dropping off from the customer journeys.<\/li>\n<li>The<a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\"> sign-up funnel<\/a> consists of the steps necessary for users to access the product, starting from account creation.<\/li>\n<li>The <a href=\"https:\/\/userpilot.com\/blog\/customer-activation-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">user activation funnel<\/a> is made up of the actions users need to complete to realize <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">product value.<\/a><\/li>\n<li>The new feature <a href=\"https:\/\/userpilot.com\/blog\/adoption-funnel\/\">adoption funnel<\/a> is about driving new <a href=\"https:\/\/userpilot.com\/blog\/improve-feature-discovery-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">feature discovery <\/a>and engagement.<\/li>\n<li>The steps necessary to <a href=\"https:\/\/userpilot.com\/blog\/upsell-opportunities-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">upgrade to a paid or higher plan<\/a> make up the upgrade funnel.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/retention-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retention funnel analysis<\/a> focuses on the users who drop off at different stages of the journey.<\/li>\n<li>The churn funnel, also known as the <a href=\"https:\/\/userpilot.com\/blog\/cancellation-flow-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">cancellation funnel<\/a>, tracks the steps before the users leave the product for good.<\/li>\n<li>The reactivation funnel consists of the steps needed to <a href=\"https:\/\/userpilot.com\/blog\/reengage-inactive-users-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">re-activate users.<\/a> For example, sending them limited-time promotional offers.<\/li>\n<li>To optimize your funnels, track the behavior of <a href=\"https:\/\/userpilot.com\/blog\/power-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">power users<\/a> to identify <a href=\"https:\/\/userpilot.com\/blog\/happy-path-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">happy paths.<\/a> Then, track how other users progress and look for bottlenecks.<\/li>\n<li>To see how you can optimize product management funnels with <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a>, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/li>\n<\/ul>\n<h2><strong>What is a product management funnel?<\/strong><\/h2>\n<p>Product management funnel is a term that is used in two ways.<\/p>\n<p>The less common use of the term is linked to the <a href=\"https:\/\/userpilot.com\/blog\/product-management-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">product management process.<\/a> It describes the stages that the product goes through, like <a href=\"https:\/\/userpilot.com\/blog\/product-ideation\/\" target=\"_blank\" rel=\"noopener noreferrer\">ideation<\/a>, product roadmap development, or MVP release.<\/p>\n<p>More frequently, the term is used about conversion <a href=\"https:\/\/userpilot.com\/blog\/saas-funnel-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">funnels.<\/a><\/p>\n<p>Conversion funnels illustrate the stages of different <a href=\"https:\/\/userpilot.com\/blog\/user-journey-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journeys <\/a>that users take, starting from awareness and finishing with a specific action. For example, if their goal is signing up for the product, it\u2019s all the steps the user needs to complete to achieve it.<\/p>\n<p>In this article, we\u2019re focusing on the various conversion funnels that <a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">product managers <\/a>should track.<\/p>\n<h2>Product management funnel vs sales funnel management<\/h2>\n<p>The Product Management Funnel and the sales funnel management process are quite different within a business, each with its objectives, stakeholders, and metrics.<\/p>\n<p>The Product Management Funnel primarily focuses on the development, marketing automation, and lifecycle management of products, involving activities such as market research, feature prioritization, and iteration based on user feedback. The ultimate goal is to create valuable products that meet customer needs and drive long-term growth.<\/p>\n<p>In contrast, the sales funnel stages are centered around customer acquisition and revenue generation. It encompasses activities such as lead generation, marketing campaigns, and sales pitches, to convert potential customers and qualified leads into paying customers and maximizing revenue.<\/p>\n<figure style=\"width: 647px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/76a236fa-ab70-454f-9241-674d18ca11ca.png\" alt=\"Product management funnel vs sales funnel management\" width=\"647\" height=\"458\" \/><figcaption class=\"wp-caption-text\">Product management funnel vs sales funnel management<\/figcaption><\/figure>\n<p>While the Product Management Funnel and the Sales Funnel serve different purposes, they are interconnected, as a well-designed product can facilitate the sales process, and effective sales efforts can drive adoption and growth for the product.<\/p>\n<p>Collaboration between the product management team, sales reps, and marketing teams is essential to ensure alignment and maximize success across both sales funnels.<\/p>\n<h2>Different stages of a SaaS funnel<\/h2>\n<p>These stages collectively form the <a href=\"https:\/\/userpilot.com\/blog\/pirate-metrics-saas\/\" rel=\"noopener noreferrer\">AARRR framework<\/a> which is commonly used by SaaS companies to analyze and optimize their growth strategies throughout the marketing funnel and <a href=\"https:\/\/userpilot.com\/blog\/customer-lifecycle-management\/\" rel=\"noopener noreferrer\">customer lifecycle<\/a>.<\/p>\n<p>Each stage represents a critical milestone in the journey from acquiring users to generating revenue and building a sustainable and successful SaaS business.<\/p>\n<figure style=\"width: 2000px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/14ab4b37-ab6b-40f0-883b-67817e177764.png\" alt=\"Different stages of a SaaS funnel\" width=\"2000\" height=\"1507\" \/><figcaption class=\"wp-caption-text\">Different stages of a SaaS funnel<\/figcaption><\/figure>\n<p>Here&#8217;s a breakdown of each stage:<\/p>\n<ul>\n<li><strong>Awareness stage<\/strong>: This is the stage where potential users or customers first discover your SaaS product. It involves attracting traffic to your website or app through various marketing channels such as SEO, <a href=\"https:\/\/userpilot.com\/blog\/product-led-content-marketing\/\" rel=\"noopener noreferrer\">content marketing<\/a>, social media, paid advertising, or referrals.<\/li>\n<li><strong>Activation<\/strong>: <a href=\"https:\/\/userpilot.com\/blog\/user-activation-for-saas\/\" rel=\"noopener noreferrer\">Activation<\/a> refers to the process of converting new customers into active users by getting them to take the desired initial action within your product. This action could be signing up for an account, completing a profile, or starting a trial. The goal is to provide a smooth <a href=\"https:\/\/userpilot.com\/blog\/best-onboarding-experiences\/\" rel=\"noopener noreferrer\">onboarding experience<\/a> that demonstrates the value of your product early on.<\/li>\n<li><strong>Adoption<\/strong>: Once users have activated their accounts, the focus shifts to encouraging them to fully adopt and integrate your SaaS product into their workflows or daily routines. This involves guiding users through the key features and functionalities of your product and providing tutorials, training resources, and support to help them become <a href=\"https:\/\/userpilot.com\/blog\/power-users\/\" rel=\"noopener noreferrer\">power users<\/a>.<\/li>\n<li><strong>Retention<\/strong>: <a href=\"https:\/\/userpilot.com\/blog\/user-engagement-tools-and-software\/\" rel=\"noopener noreferrer\">Retention <\/a>is about keeping users engaged and satisfied with your SaaS product over time. It involves delivering ongoing value, addressing user needs and concerns, providing excellent customer support, and proactively preventing churn. The goal is to build long-term relationships with users and <a href=\"https:\/\/userpilot.com\/blog\/reduce-customer-churn\/\">reduce customer churn<\/a> rates.<\/li>\n<li><strong>Referral<\/strong>: Referral refers to the stage where satisfied users advocate for your SaaS product and refer it to others in their network. This can happen through <a href=\"https:\/\/userpilot.com\/blog\/word-of-mouth-wom\/\" rel=\"noopener noreferrer\">word-of-mouth<\/a>, social sharing, or referral programs. Encouraging referrals can be an effective way to acquire new users at a lower cost and with higher trust.<\/li>\n<li><strong>Revenue<\/strong>: Revenue is the ultimate goal of the SaaS funnel. It involves converting active users into paying customers or increasing the revenue generated from existing customers through <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" rel=\"noopener noreferrer\">upsells<\/a>, cross-sells, or subscription upgrades. Maximizing revenue requires optimizing <a href=\"https:\/\/userpilot.com\/blog\/saas-pricing-models\/\" rel=\"noopener noreferrer\">pricing strategies<\/a>, providing value-added services, and continuously improving the product to meet evolving user needs.<\/li>\n<\/ul>\n<h2>Why is funnel management important?<\/h2>\n<p>There are several reasons why tracking conversion funnels is an essential part of a product manager\u2019s job.<\/p>\n<p>Firstly, <a href=\"https:\/\/userpilot.com\/blog\/funnel-tracking\/\">funnel tracking<\/a> helps product managers <a href=\"https:\/\/userpilot.com\/blog\/customer-wants-and-needs-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">understand user needs<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">pain points. <\/a>By monitoring and analyzing how users interact with the product at different stages of the journey, it\u2019s easier to make informed product development and <a href=\"https:\/\/userpilot.com\/blog\/key-product-prioritization-frameworks\/\" target=\"_blank\" rel=\"noopener noreferrer\">prioritization <\/a>decisions.<\/p>\n<p>Secondly, tracking conversion funnels enables PMs to identify <a href=\"https:\/\/userpilot.com\/blog\/friction-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">friction<\/a> and drop-off points in the <a href=\"https:\/\/userpilot.com\/blog\/user-journey-vs-user-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">user journey.<\/a> By addressing them, they can optimize the journey and customer experience. This could translate into higher activation, adoption, or <a href=\"https:\/\/userpilot.com\/blog\/free-trial-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">trial\/freemium-to-premium<\/a> conversion rates.<\/p>\n<p>Finally, a product manager can use <a href=\"https:\/\/userpilot.com\/blog\/conversion-funnel-analysis\/\">conversion funnel analysis<\/a> to track the product&#8217;s overall performance and make forecasts. For example, if they know the current conversion rates, they can predict future revenue based on the number of new sign-ups.<\/p>\n<p>Overall, funnel analysis insights guide the work of sales team,the product team and the <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/customer-success-roles\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success<\/a>, and engineering teams.<\/p>\n<h2>9 <strong>Conversion funnels PMs should monitor<\/strong><\/h2>\n<p>Now that we know what conversion funnels are, let\u2019s look at 9 examples that might interest <a href=\"https:\/\/userpilot.com\/blog\/product-owner-vs-product-manager\/\" target=\"_blank\" rel=\"noopener noreferrer\">product managers and product owners.<\/a><\/p>\n<p>For each of them, we start by mentioning its overall goals and then, dissecting its stages.<\/p>\n<h3><strong>Sign-up funnel<\/strong><\/h3>\n<p>The goal of the <a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign-up funnel<\/a> is to get new leads and potential customers into the product as quickly as possible. That\u2019s because the sooner they start experiencing its value, the more likely they\u2019re to remain your users and convert into paying customers later down the line.<\/p>\n<p>To achieve this, you need to remove all the unnecessary steps from the process because they create friction.<\/p>\n<p>Let\u2019s look at how Wordtune Read has built a<a href=\"https:\/\/userpilot.com\/blog\/frictionless-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"> frictionless<\/a> sign-up flow.<\/p>\n<p>First, a new user needs to create an account. Wordtune offers the single sign-on (SSO) option so that users can log in using their existing Google, Apple, or Facebook accounts. The option to register with an email is there too but that requires extra effort.<\/p>\n<figure style=\"width: 800px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wordtune01-product-management-funnel_d15b95286bd7560f45dcc6a864da5624_800.png\" alt=\"Wordtune Sign-Up Funnel: SSO\" width=\"800\" height=\"456\" \/><figcaption class=\"wp-caption-text\">Wordtune sign-up funnel: SSO.<\/figcaption><\/figure>\n<p>Next, Wordtune asks users about their general goals. Do they need it for work, studies, or pleasure? This is to<a href=\"https:\/\/userpilot.com\/blog\/saas-personalized-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"> personalize their user experience.<\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wordtune02-product-management-funnel_02372a9b04ca731f9d93d337c0e61c8e_800.png\" alt=\"Wordtune Sign-Up Funnel: Role\" \/><\/p>\n<p>The next question is even more specific. It asks for the kind of text the user wants to summarize. This is to further customize the product to their needs.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wordtune03-product-management-funnel_c3f93044d04d390a6b0de71175250217_800.png\" alt=\"Wordtune Sign-Up Funnel: Text type\" \/><\/p>\n<p>Finally, users get to submit the doc they want to summarize. There are 3 ways to do it, and users can choose the one that fits their workflow best (Wordtune does the rest).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wordtune04-product-management-funnel_0f81d7e6d4cfb95615ce41b4b76119f4_800.png\" alt=\"Wordtune Sign-Up Funnel: Summarize\" \/><\/p>\n<h3>Free-to-paid conversion funnel<\/h3>\n<p>Monitoring the Free-to-Paid Conversion Funnel is crucial for Product Managers (PMs) in SaaS companies as it directly impacts revenue generation and business growth. Here&#8217;s a breakdown of the steps within this conversion funnel that PMs should closely monitor:<\/p>\n<ul>\n<li><strong>Free Sign-up\/Registration<\/strong><\/li>\n<li><strong>Activation<\/strong><\/li>\n<li><strong>Engagement and <a href=\"https:\/\/userpilot.com\/blog\/feature-adoption-101\/\">Feature Adoption<\/a><\/strong><\/li>\n<li><strong>Value Demonstration<\/strong><\/li>\n<li><strong>Upgrade Decision<\/strong><\/li>\n<li><strong>Payment\/Conversion<\/strong><\/li>\n<li><strong>Post-Conversion Experience<\/strong><\/li>\n<li><strong>Retention and Churn<\/strong><\/li>\n<li><strong>Expansion and Upselling<\/strong><\/li>\n<\/ul>\n<h3>User activation funnel<\/h3>\n<p>Here\u2019s SkedSocial\u2019s <a href=\"https:\/\/userpilot.com\/blog\/saas-user-onboarding-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding funnel.<\/a><\/p>\n<p>The process starts with a <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modal <\/a>that prompts users to add their first social media account \u2013 that\u2019s kind of essential for a social media management tool.<\/p>\n<p>Users can do it themselves or with the help of one of their customer success managers.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/skedsocial01-product-management-funnel_b663af12faba1f2e185268ea791f23d5_800.png\" alt=\"SkedSocial onboarding funnel: account creation\" \/><\/p>\n<p>Adding the account triggers a <a href=\"https:\/\/userpilot.com\/blog\/improve-conversions-onboarding-checklist\/\" target=\"_blank\" rel=\"noopener noreferrer\">checklist<\/a>, which is a powerful way to onboard users. It consists of 4 steps, including creating the account, which they\u2019ve already done.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/skedsocial02-product-management-funnel_6e9087f8a4bab466f989c24f8edd2a76_800.png\" alt=\"SkedSocial onboarding funnel: onboarding checklist\" \/><\/p>\n<p>The next funnel stage involves creating their first social media post.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/skedsocial03-product-management-funnel_117c1bb47a402442f124d22e06ef7274_800.png\" alt=\"SkedSocial onboarding funnel: first post\" \/><\/p>\n<p>The flow finishes with a congratulatory message which rewards users for getting across the finish line.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/skedsocial04-product-management-funnel_ad511889a2c9f9db39a773c3d28dfefb_800.png\" alt=\"SkedSocial onboarding funnel: congratulatory message\" \/><\/p>\n<h3>New feature launch adoption funnel<\/h3>\n<p>This adoption funnel aims to<a href=\"https:\/\/userpilot.com\/blog\/improve-feature-discovery-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\"> help users discover the new feature<\/a> and start using it to reach their goals.<\/p>\n<p>When you launch a new feature, make sure that users find out about it.<\/p>\n<p>When Userpilot launched its newly overhauled survey functionality, the team made an <a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcement-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app announcement<\/a> via the modal below.<\/p>\n<p>It briefly introduced the feature and highlighted its key benefits. Most importantly, it included a CTA prompting users to try it out.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/userpilot-survey-modal-product-management-funnel_09280c2bfc80418079d50642a0294bb3_800.png\" alt=\"Userpilot surveys announcement\" \/><\/p>\n<p>Clicking on the CTA button takes users to the Surveys dashboard where a sequence of <a href=\"https:\/\/userpilot.com\/blog\/onboarding-tooltips-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltips <\/a>takes them through the process of creating surveys, step-by-step.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/userpilot-survey-tooltip-product-management-funnel_f25b7163d83c5dd54758871abb8d84f0_800.png\" alt=\"Userpilot tooltip\" \/><\/p>\n<p>This reduces the time users would otherwise need to figure out how to use the functionality by themselves.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/userpilot-survey-templates-product-management-funnel_cb9f04505e0810053e8e75ee7a678534_800.png\" alt=\"Userpilot survey templates\" \/><\/p>\n<h3>Account expansion funnel<\/h3>\n<p>Ever heard of cross-sells or <a href=\"https:\/\/userpilot.com\/blog\/upsell-opportunities-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">up-sells<\/a>?<\/p>\n<p>They\u2019re both used in the context of the upgrade conversion funnel.<\/p>\n<p>The goal of this funnel is <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">account expansion<\/a> by converting from free to paying customers or to a higher plan. This helps SaaS companies maximize their revenue by increasing <a href=\"https:\/\/userpilot.com\/blog\/saas-metrics-101-ltv-lifetime-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer lifetime value (CLV).<\/a><\/p>\n<p>Let\u2019s see how Canva drives <a href=\"https:\/\/userpilot.com\/blog\/upsell-opportunities-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">up-sells<\/a>.<\/p>\n<p>The product offers both free and premium designs. Clicking on a premium design triggers a contextual modal prompting the user to upgrade their <a href=\"https:\/\/userpilot.com\/blog\/saas-pricing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">pricing <\/a>plan.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/canva02-product-management-funnel_67d9482988c62a3edbb479bf36c0f7fb_800.png\" alt=\"Canva upgrade funnel: contextual modal\" \/><\/p>\n<p>Even though Canva offers a 30-day trial, it still wants you to commit to the purchase, so they first ask you if you want to pay monthly or annually.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/canva03-product-management-funnel_d6e0132b4c7b8a490d5fc84f3da11cbb_800.png\" alt=\"Canva upgrade funnel: payment choice\" \/><\/p>\n<p>At the next funnel stage, you need to provide your payment details. Only when they do that, they can start enjoying the premium features.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/canva04-product-management-funnel_742e7e223079d213c597daa99e65d555_800.png\" alt=\"Canva upgrade funnel: payment details\" \/><\/p>\n<h3>Retention funnel<\/h3>\n<p>The retention funnel tracks users as they drop off from the customer journey.<\/p>\n<p>So if your customer journey consists of five steps, the funnel analysis will reveal how many users from each cohort completed each step, and how long it took them. More importantly, it will show you how many users never progressed and churned.<\/p>\n<p>Places with the biggest drop-off are where you need to look for bottlenecks and friction points to optimize the journey.<\/p>\n<figure style=\"width: 2854px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/03\/Funnel-analysis.png\" alt=\"Userpilot funnel analysis.\" width=\"2854\" height=\"1626\" \/><figcaption class=\"wp-caption-text\">Userpilot funnel analysis.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>For example, you can contextually trigger <a href=\"https:\/\/userpilot.com\/blog\/in-app-messages\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a> relevant to their use case to encourage engagement and <a href=\"https:\/\/userpilot.com\/blog\/customer-loyalty-and-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">retain <\/a>more customers.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/kommunicate-tooltip-product-management-funnel_314a17d9ecc16fbba45bdedde2ca3fcc_800.webp\" alt=\"Kommunicate tooltip\" \/><\/p>\n<h3>Cancellation funnel<\/h3>\n<p>The churn funnel is, in other words, the<a href=\"https:\/\/userpilot.com\/blog\/cancellation-flow-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\"> cancellation funnel<\/a>. It describes the steps users take when they decide to cancel their subscriptions.<\/p>\n<p>To reduce churn, companies don\u2019t make it easy for users to cancel. This is because it\u2019s the last chance to engage users before they\u2019re gone for good.<\/p>\n<p>That\u2019s why it\u2019s a common feature to trigger a<a href=\"https:\/\/userpilot.com\/blog\/churn-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> churn survey <\/a>which gives you insights into why they decided to leave. That\u2019s what Zoom does.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/zoom-cancellation-flow-feedback-survey-pop-up-product-management-funnel_7d06477261f0c70af47fa8ab3f6ab176_800.png\" alt=\"Product Management Churn Funnel: Zoom churn survey\" \/><\/p>\n<p>It\u2019s normally followed by the final bid to retain the user, for example by offering them a more attractive pricing plan.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/zoom-offers-an-alternative-product-management-funnel_808509f8a2c5ae6a0a37a0071e94f991_800.png\" alt=\"Product Management Churn Funnel: Zoom final offer\" \/><\/p>\n<h3>Reactivation funnel<\/h3>\n<p>Reactivation funnels are the opposite of churn or cancellation funnels. It describes the steps your users take when they re-subscribe.<\/p>\n<p>We normally use it in the context of <a href=\"https:\/\/userpilot.com\/blog\/reengage-inactive-users-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">reengaging inactive or churned users.<\/a><\/p>\n<p>Let\u2019s imagine you cancel your LinkedIn Premium subscription.<\/p>\n<p>An email arrives in your mailbox acknowledging the cancellation.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/linkedin-email-product-management-funnel_03b4a3e208009af0ca2d5808316fe47e_800.png\" alt=\"Product Management Funnel: Linkedin cancellation email\" \/><\/p>\n<p>After which another email is sent that contains a limited-time offer just in case you\u2019re ready to reconsider.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/linkedin-offer-product-management-funnel_e68947863514875a60218ded59c89036_800.png\" alt=\"Product Management Funnel: LinkedIn special offer\" \/><\/p>\n<h2>How product managers can optimize funnels with analytics<\/h2>\n<p>Let\u2019s check out how you can use a<a href=\"https:\/\/userpilot.com\/blog\/product-analytics-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product analytics<\/a> tool to optimize your funnel. The steps below will work regardless of whether you\u2019re trying to optimize the <a href=\"https:\/\/userpilot.com\/blog\/free-trial-conversion-rate\/\">free trial conversion rate<\/a> or retention rate.<\/p>\n<h3><strong>Step 1: Identify the ideal happy path for each funnel<\/strong><\/h3>\n<p>Start by identifying the <a href=\"https:\/\/userpilot.com\/blog\/happy-path-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">happy path<\/a> \u2013 this is the optimal path through your funnel.<\/p>\n<p>How can you do it?<\/p>\n<p>Track how <a href=\"https:\/\/userpilot.com\/blog\/power-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">power users<\/a> engage with the product. They\u2019re the most successful and <a href=\"https:\/\/userpilot.com\/blog\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">loyal users<\/a>, so analyzing their product usage can offer you insights into what works and what does not.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/top-paths.png\" \/><\/p>\n<h3>Step 2: <strong>Optimize each funnel stage with in-app messages<\/strong><\/h3>\n<p>Once you find the issues, eliminate them.<\/p>\n<p>How?<\/p>\n<p>Depends on the product and the funnel you\u2019re optimizing.<\/p>\n<p>You may need to adjust your pricing tiers, remove unnecessary steps from the flow, or simplify product pages. To push users along the happy path and offer <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">guidance<\/a>, you can trigger <a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages.<\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2021\/12\/userpilot-tooltips-example-personalized-onboarding.png\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion<\/h2>\n<p>In summary, the Product Management Funnel guides product managers through the stages of product development, focusing on delivering value and driving growth.<\/p>\n<p>It differs from the Sales Funnel management strategy, which concentrates on customer acquisition and revenue generation. While their objectives vary, both funnels are interconnected, and optimizing them is crucial for business success.<\/p>\n<p>By tracking and refining conversion funnels, product managers can enhance user experiences and drive business growth effectively. <a href=\"https:\/\/userpilot.com\/userpilot-demo\" rel=\"noopener noreferrer\">Book Userpilot to track in-app conversion funnels<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a product management funnel? What are the different funnels that PMs should track? Why do they matter? If you&#8217;re after the answers to these questions, you&#8217;re in luck, because that&#8217;s exactly what we explore in our article.<\/p>\n","protected":false},"author":24,"featured_media":174855,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[554,211,1694,60,128,57,4985,216,244,559],"class_list":["post-111566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-analytics-tools","tag-churn","tag-conversion-funnel","tag-conversion-rate","tag-feature-discovery","tag-free-trial-conversion-rate","tag-pms","tag-product-management","tag-retention","tag-user-journey"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product Management Funnel: 9 Funnels PMs Should Track<\/title>\n<meta name=\"description\" content=\"A product management funnel is in other words a conversion funnel. 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