Churn analysis: identify and correct the leakage points of your funnel

Churn analysis: identify and correct the leakage points in your funnel

Churn, or abandonment rate, is a major challenge for online businesses. In Switzerland, specificities such as linguistic diversity (FR, DE, IT, EN) and regional preferences make this problem even more complex. Each user who leaves your conversion funnel without completing their purchase represents a missed opportunity and a decrease in revenue.

Key points to reduce churn:

• Data analysis: Identify the stages where users abandon using tools like Google Analytics 4 and Hotjar.
• Customer feedback: Use exit surveys and short interviews to understand the barriers.
• Process simplification: Reduce unnecessary steps, display costs upfront, and offer local payments (TWINT, PostFinance).
• Localized content: Ensure multilingual support, smooth navigation between languages, and adapted formats (CHF, DD.MM.YYYY).

, a Swiss expert in digital solutions since 2011, helps businesses turn these obstacles into opportunities through rigorous analysis and targeted adjustments. Contact us to maximize your conversions and .

Identify the dropout points in your funnel

Track user journeys with analysis tools

Google Analytics 4 is a valuable ally in identifying moments when your users leave their journey. Set up events such as product views, adding to cart, start and completion of purchase to identify the stages where abandonments occur.

For the Swiss market, it is relevant to segment by language to obtain regional insights. In Google Analytics, create custom segments based on the browser language (fr-CH, de-CH, it-CH) to better understand the differences between regions.

Hotjar complements this analysis with qualitative data. Heatmaps show the areas where users click the most, and session recordings allow you to observe their hesitations, especially when interacting with elements like prices displayed in CHF or multilingual forms.

Analysis by device type is also essential in Switzerland. Many purchases start on mobile but end on desktop. If you notice high abandonment rates during this transition, it may indicate issues in the continuity of the experience between devices. These quantitative observations can then be enriched with qualitative feedback.

Get customer feedback for more precise insights

Analytical data shows the "what", but your customers are the only ones who can explain the "why". Implement exit surveys that appear when the user leaves a key page of your funnel. For example, ask a simple question: "What is preventing you from completing your purchase today?"

You can also send automated forms a few hours after cart abandonment. In Switzerland, personalize these messages based on the language detected during the session – an email in French for a French-speaking user, for example – to increase the response rate.

Organize short user interviews (15-20 minutes) with customers who abandoned their cart before finally completing their purchase. These discussions help discover friction points that are not always visible in analytical data. Offering a small incentive, such as a voucher, can encourage their participation.

Finally, do not overlook negative customer reviews. They provide valuable information on encountered issues, whether it's difficulties in placing an order, delivery issues, or misunderstandings related to prices. Analyze this feedback to identify dropout points and adjust your processes accordingly.

Use data analysis specific to Switzerland

The behavior of Swiss consumers is influenced by local particularities that must be taken into account. For example, price display must adhere to Swiss conventions, such as CHF 1,250.00. Non-compliant presentation can cause confusion and lead to abandonments.

Also, examine abandonment rates by canton. Buying habits differ between regions like Geneva, Zurich, or rural cantons, where preferences and trust in sellers vary.

In Switzerland, offering local payment options is essential. If your funnel only offers credit cards or PayPal, you risk losing customers. Integrate solutions like TWINT, PostFinance, or bank transfers and analyze dropouts at the payment stage based on the available methods.

Also, clearly display delivery costs, withdrawal periods (e.g., 14 days), and warranty conditions. Swiss consumers, attentive to their rights, may abandon their order if this information is not transparent.

Finally, adapt your analysis to seasonal variations to better anticipate buying behaviors. By eliminating identified obstacles, you can optimize your funnel while considering the specificities of the Swiss market.

Common issues in Swiss funnels

Complex ordering processes

A too complicated ordering process often leads users to abandon. Too many unnecessary steps, lack of clarity on prices, or the obligation to create an account are barriers that increase customer frustration.

To simplify the experience, reduce the steps to the bare minimum, display all costs upfront (including additional fees), and offer payment options that meet Swiss consumer preferences. These adjustments make the journey smoother and significantly reduce the risk of abandonment.

These issues require quick adjustments. In the next section, we will explore concrete solutions to eliminate these friction points.

Google Analytics 4: Analyze the conversion funnel of your site

Practical ways to reduce churn

Turn every obstacle into an opportunity to convert your visitors into customers. Here are some solutions to eliminate friction points in your conversion funnel.

Improving UX/UI for Swiss users

A design tailored for mobile is essential to ensure an optimal experience on all types of screens. , in particular, quickly leave sites that are slow or unintuitive. To avoid this, consider:

• and reduce heavy scripts to speed up loading.
• Consider local hosting for better performance.
• Simplify navigation with clear menus, well-organized categories, and easily accessible search engine.
• Avoid unnecessary animations that may slow down the experience or divert user attention.

Also, ensure compliance with WCAG standards to ensure maximum accessibility for all your users.

Simplify ordering processes

Once the interface is optimized, focus on streamlining the ordering process. About 70% of users abandon their cart before completing their purchase^[1]. In Switzerland, this figure can be reduced by adapting the customer journey to local expectations.

• Offer guest checkout: One in five people abandons their purchase when forced to create an account^[1].
• Integrate local payment methods like TWINT and PostFinance to reassure your customers.
• Clearly display all costs upfront: this includes prices in CHF, delivery fees, taxes, and any customs duties.
• Use dynamic address fields to simplify input and reduce errors.
• Request only essential information: each additional field increases the risk of abandonment.

Localize content and language

To appeal to Swiss users, adapt your content while respecting local linguistic and cultural conventions.

• Offer smooth language switching: Users should be able to switch languages (FR/DE) without losing their progress in the funnel, especially by retaining their cart and preferences.
• Provide multilingual customer support: A service in French and German, accessible via chat or phone between 8:00 and 18:00, can make all the difference in finalizing a sale.
• Adapt your content to local habits: Use examples, testimonials, or case studies that directly speak to your Swiss audience. This approach strengthens trust and identification with your brand.

Finally, ensure that date formats (DD.MM.YYYY), phone numbers (+41), and addresses comply with Swiss standards. These small details contribute to offering a smooth and professional experience.

By implementing these adjustments, you lay the groundwork for a more in-depth optimization of your conversion funnel with EWM SA.

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How optimizes your conversion funnel

Since 2011, EWM SA has established itself as a key player in optimizing conversion funnels in Switzerland. With sharp expertise, the agency turns challenges into concrete and measurable solutions.

Digital solutions tailored to the Swiss market

EWM SA develops multilingual digital solutions designed to meet the cultural and legal specificities of the Swiss market. Each project takes into account the specificities of the different linguistic regions of Switzerland, while respecting local habits and expectations.

With a personalized approach, the agency uses modern technologies to create high-performance interfaces adapted to all devices. The goal? Offer a smooth and efficient user experience. Additionally, EWM SA pays particular attention to data protection and compliance with GDPR standards, thus reinforcing user trust, especially in sectors where data security is crucial. This tailor-made methodology allows for rigorous and continuous monitoring of each project's performance.

Continuous optimization through data analysis

The EWM SA team relies on A/B tests to analyze and refine each step of the conversion funnel. These tests identify the elements that work best and optimize performance to effectively convert Swiss users.

Simultaneously, a detailed return on investment (ROI) tracking is implemented, allowing for constant adjustments to maximize results. Analyzing user behaviors also helps identify new friction points, ensuring optimal performance even in the face of evolving consumption habits.

Concrete results in the Swiss market

EWM SA's achievements are internationally recognized, attesting to the quality and creativity of the solutions offered. This recognition enhances brand credibility among a particularly demanding Swiss audience.

The agency collaborates with a diverse clientele, ranging from local SMEs to large international organizations, including NGOs and luxury brands. Under the leadership of Jeanloup Allemann, CEO and respected digital expert in Switzerland, EWM SA combines a clear strategic vision with impeccable technical execution. Every challenge becomes a conversion opportunity, ensuring sustainable and measurable results for its clients.

Conclusion: reducing churn for sustainable growth

Understanding and reducing churn is a key strategic challenge for Swiss companies operating in the digital world. The numbers are striking: retaining a customer costs five times less than acquiring a new one ^[3]. Even more striking, increasing retention rates by just 5% can lead to a profit increase ranging from 25% to 95% ^[3].

In Switzerland, the observation is clear: 78% of customers abandon a purchase due to an unsatisfactory service experience ^[2]. Additionally, one in three customers leaves a brand they liked after just one bad experience ^[3]. These statistics show how crucial it is to quickly identify and correct obstacles in your conversion funnels.

To improve your funnel, a data-driven approach is essential. It must be complemented by a deep understanding of Swiss linguistic and cultural specificities. Ignoring these aspects can be costly: the probability of selling to an existing customer is between 60% and 70%, while it drops to only 5% to 20% for a new prospect ^[3].

EWM SA turns these challenges into concrete solutions. Since 2011, with offices in Geneva, Zurich, and other European cities, the agency offers digital solutions tailored to the specific needs of Swiss companies. By combining behavioral analysis, and multicultural localization, EWM SA helps its clients improve their ROI while building strong and lasting relationships.

Don't let churn hinder your growth. Contact EWM SA now for a customized analysis of your conversion funnel. Discover how to turn your weaknesses into real performance assets. An effective retention strategy is the key to your digital success.

FAQs

What tools can help analyze and reduce churn in the Swiss market, and how to use them effectively?

Analyze and reduce churn in the Swiss market

To limit churn in the Swiss context, it is essential to use powerful tools such as or customer tracking platforms. These solutions help identify friction points in your customer journey and better understand risky behaviors.

Among the available options, data analysis tools, customer feedback platforms, or UX/UI tracking software are particularly effective. Here are some tips to maximize their impact:

• Monitor key indicators: Identify critical stages of the customer journey where abandonments are most frequent, such as conversion rates or