Funnels: Use Cases and Creating Custom Funnels

Successful sales or educational process organization often depends on a clear structure for working with clients. That’s precisely why the Kwiga platform provides funnels—a flexible tool for managing the stages of working with orders.

Funnels help automate client processing, from when someone shows interest in a product to completing a purchase or course. In this article, we’ll look at what funnels are, how to use the standard funnel, create your own, configure statuses, and manage the flow of orders in your project.

What is a Funnel and Why Is It Needed?

A funnel is a sequence of stages that an order or client goes through, from initial interest to the completion of interaction. It consists of successive statuses.

On the Kwiga platform, funnels operate in the CRM → Orders module. Each order is displayed as a kanban board or table, where order cards are arranged by status (e.g., New, In Progress, Awaiting Payment, Canceled, etc.). You can move orders between columns manually or set up automatic transitions.

This is convenient for managing the customer flow—you always see at what stage each person is, who hasn’t paid yet, and who needs a call or check-in.

Funnels also help structure your workflow. For example, you can create a separate funnel for high-ticket courses with manager consultations and another one for mini courses where everything runs automatically.

Funnels in CRM → Orders

All orders received from participants through offer pages or created manually are automatically sent to the CRM → Orders section.

Here, orders are sorted by status within the appropriate funnel, which is visually presented as a Kanban board or table.

Order cards can be dragged manually between statuses, or you can configure automatic status changes—for example, after payment, logging into the platform, or completing a course.

At the top of the section, you can:

• Switch between funnels if you have several (e.g., by course language or format)

• Filter orders by date, status, or manager

• Search by name, email, phone, etc.

• Switch between viewing modes (kanban or list)

This section is convenient for tracking payments and organizing teamwork: each manager can see their tasks, monitor statuses, and add comments or tasks to specific orders.

Default Funnel

A default funnel is generated automatically when you create a project on the Kwiga platform. It contains a basic set of statuses—mostly linked to payment events—and is suitable for simple sales scenarios, for example, when everything happens without a manager’s involvement.

The default funnel includes these statuses:

• New — the order has just been created and has not yet been processed.

• Paid — the customer has paid for the product in full.

• Subscription — the order was created under a subscription.

• Partially paid — payment was made in part.

• Refund — the customer has been partially refunded.

• Full refund — the order has been completely canceled, and the payment returned.

This set of statuses is designed to process orders automatically. You can edit this funnel if your project involves other stages (e.g., manager processing, approval, trial access, etc.). Add your statuses with the + Status button or create a separate funnel with its logic.

The default funnel provides a convenient starting point for organizing orders and can easily adapt your processes whenever needed.

Creating Your Own Funnel

Sometimes, one set of statuses is insufficient—for example, if you have several products with different sales scenarios or separate teams. In such cases, you can create your own funnel and use it alongside the others.

To create a new funnel, open CRM → Orders and click the button showing the current funnel’s name (e.g., My Funnel). In the menu that appears, click + Funnel.

Enter a name for the new funnel and click Save. After that, you can add custom statuses, rearrange columns, define order-distribution rules, and more. 

Each funnel can be tailored to a specific workflow. For example:

• A separate funnel for English-language and Spanish-language courses to split the flow of inquiries and managers.

• A funnel for a high-priced course with individual support, using statuses such as Waiting for a call, Contacted, Approved, etc.

This approach lets you manage sales more effectively, track progress in each area, and avoid confusion between orders that follow different processes.

Configuring Order Distribution by Status

Each sales funnel lets you set up automatic distribution of orders by status. The system updates the order status after a customer performs a specific action. You don’t need to move the card manually in the Kanban board—everything works according to predefined rules.

While editing a funnel, you’ll find this setting (menu Set up funnel → block Order distribution by statuses). Here, you can choose the order's status after a specific event. You can also make the newly created funnel the default one if needed.

This automation is convenient—orders progress through the funnel automatically after registration, payment, refund, etc.

For example, when a customer pays for a course, the system moves the order to the Paid column without any manager’s intervention.

Default Funnel in an Individual Offer

Every new offer (see details on setting up offers here) is automatically linked to the default funnel defined in your project. All orders created through that offer will enter this funnel and be distributed by status according to its logic.

That’s convenient when you have a single product type or sales flow. But if you run multiple tracks—for example:

• separate offers for mini-courses and intensives;

• products paid in installments;

• English- and Ukrainian-speaking audiences served by different managers, etc.

You can assign a different funnel to a specific offer. Here is how to change the funnel for an offer

1. Open the offer for editing (e.g., in Price plans, offers).

2. Find the Default funnel setting.

3. Select the desired funnel from the list.
From then on, every new order placed through that offer will land in the selected funnel, letting you precisely manage accounting, tracking, and distribution of orders across your various business lines.