Sales funnel using plotly

Here’s my attempt at creating a sales funnel using plotly (inspiration from this post). Feel free to provide feedback / improvements / suggestions: beaupre.steven@gmail.com

funnel

           Label      Step Number
1           main awareness 150000
2     ad landing awareness  80000
3      product 1  interest  80000
4      product 2  interest  40000
5      product 3  interest  35000
6      product 4  interest  25000
7  shopping cart    desire 130000
8 thank you page    action 120000

# Data prep
f <- funnel %>%
  select(Step, Label, Number) %>%
  mutate(Id = data.table::rleid(Step)) %>%
  arrange(Id, desc(Label)) %>%
  group_by(Step) %>%
  mutate(Total = sum(Number), 
         RN    = row_number(),
         Cond  = ifelse(n() > 1, 1, 0)) %>%
  ungroup() %>%
  mutate(Dummy = ifelse(RN == 1, (max(Total) - Total) / 2, 0)) %>%
  group_by(Step) %>%
  mutate(Max   = Total + max(Dummy),
         Pos   = ifelse(Cond == 1, 
                        cumsum(Number) - (0.5 * Number) + max(Dummy), 
                        Max - (0.5 * Number)),
         Low   = max(Dummy)) %>%
  ungroup() %>%
  mutate(Rate  = ifelse(Total / lag(Total) < 1, 
                        paste0("      ", formatC(Total / lag(Total) * 100, 
                                                 format = "f", digits = 2), "%"), 
                        NA),
         Text  = ifelse(Cond == 1, 
                        paste0(Label, "<br>", sprintf("%.0f", Number / 1000), "K"), 
                        paste0(sprintf("%.0f", Number / 1000), "K"))) 
f

# A tibble: 8 x 13
       Step          Label Number    Id  Total    RN  Cond Dummy    Max    Pos   Low         Rate
     <fctr>         <fctr>  <dbl> <int>  <dbl> <int> <dbl> <dbl>  <dbl>  <dbl> <dbl>        <chr>
1 awareness           main 150000     1 230000     1     1     0 230000  75000     0         <NA>
2 awareness     ad landing  80000     1 230000     2     1     0 230000 190000     0         <NA>
3  interest      product 4  25000     2 180000     1     1 25000 205000  37500 25000       78.26%
4  interest      product 3  35000     2 180000     2     1     0 205000  67500 25000         <NA>
5  interest      product 2  40000     2 180000     3     1     0 205000 105000 25000         <NA>
6  interest      product 1  80000     2 180000     4     1     0 205000 165000 25000         <NA>
7    desire  shopping cart 130000     3 130000     1     0 50000 180000 115000 50000       72.22%
8    action thank you page 120000     4 120000     1     0 55000 175000 115000 55000       92.31%
# ... with 1 more variables: Text <chr>

# Annotations
anno <- list()
for (i in seq_len(nrow(f))) {
  m <- f[i, ]
  anno[[i]] <- list(
    x = m$Pos,
    y = m$Step,
    text = m$Text,
    showarrow = FALSE,
    arrowhead = 0,
    font = list(color = toRGB("white"), size = 10),
    xanchor = "center")
}
str(anno[1])

List of 1
 $ :List of 7
  ..$ x        : num 75000
  ..$ y        : Factor w/ 4 levels "action","awareness",..: 2
  ..$ text     : chr "main<br>150K"
  ..$ showarrow: logi FALSE
  ..$ arrowhead: num 0
  ..$ font     :List of 2
  .. ..$ color: chr "rgba(255,255,255,1)"
  .. ..$ size : num 10
  ..$ xanchor  : chr "center"

# Plot
f %>%
  plot_ly(x = Dummy, y = Step, 
          type = "bar", 
          orientation = "h", 
          marker = list(color = toRGB("white")),
          showlegend = FALSE) %>% 
  add_trace(x = Number, y = Step, 
            type = "bar",
            color = Label,
            orientation = "h", 
            colors = c("#0D0887", "#3A049A", "#5E01A6", "#7E03A8", 
                       "#9C179E", "#B52F8C", "#CB4679", "#DE5F65"),
            showlegend = FALSE) %>%
  add_trace(x = Low, y = Step, 
            mode = "lines",
            line = list(width = 10, 
                        color = toRGB("grey50"))) %>%
  add_trace(x = 0, y = 0, 
            mode = "markers", 
            fill = 'tonextx', 
            fillcolor = "white", 
            marker = list(color = toRGB("white"))) %>%
  add_trace(x = Max, y = Step, 
            mode = "text+lines", 
            line = list(width = 10, 
                        color = toRGB("grey50")),
            text = Rate, 
            textposition = "middle right",
            textfont = list(size = 10,
                            color = toRGB("blue"))) %>%
  add_trace(x = max(Max), y = 0, 
            mode = "markers", 
            fill = "tonextx", 
            fillcolor = toRGB("white"), 
            marker = list(color = toRGB("white"))) %>%
  layout(yaxis = list(title = "",
                      autorange = "reversed",
                      tickmode  = "array",
                      tickvals  = Step),
         xaxis = list(title = "",
                      zeroline = FALSE,
                      showticklabels = FALSE,
                      showgrid = FALSE),
         barmode = "stack",
         margin = list(l = 150),
         annotations = anno,
         showlegend = FALSE,
         hovermode = FALSE,
         bargap = 0.0000001)