Understanding User Flows
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Understanding User Flows via Sankey Charts
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Transcript of Understanding User Flows
Understanding User Flowsvia Sankey Charts
About me
Tetyana Sydorenko
Web Analyst at MYTOYS GmbHWord Cloud based on endorsements in my LinkedIn profilehttps://de.linkedin.com/in/tetyanasydorenko/de
5% convert, 30% bounce, 65% ?
Visualise Paths
• Understand the “optimal” path of your users
• How user deviate from the optimal journey
• In which sequence do user mostly abandon
• Does the browsing behaviour differs for device types
• Do user paths change over time
Motivation
Insights for
Optimisation
Understand
User
YES! This makes sense for checkout process or when
my website has 5 pages
BUT When I have 100 pages I will
get million of paths
NO PROB!
Use Sankey!WHAT?
General View on your Traffic via Sankey Chart
Getting Real > User Flows based on pages / page
types
User Flows based on pages / page types
DON’T
PANIC!
I will prove it to
you!
Segment Channel and Entry Page
Channel:
Channel:
SEA
Add Buyer
Channel:
Buyer
Channel:
NonBuyer
Add Device Type
Channel: Direct
Non Buyer
Non Mobile
Channel: Direct
Non Buyer
Mobile
Further Analysis Ideas
• Flows for New vs. Returning Visitors
• Flows for Channels in the Customer
Journey
Take Aways
• Apply path visualisation on predefined
segments
• Use path visualisation along with other KPIs
to evaluate your campaigns
• Sankey diagrams help you get a quick
insight into the what your users do
Implementation & Code
Data Preparation
Get Path Sequence
Adjust naming
Pathes are normally cyclical > Sankey Chart is not cyclical
Create Chart
googleVis library in R
Adjust colors for nodes
CODE
https://github.com/tsydorenko/sankey_chart
Useful links / Inspirations
http://www.informationisbeautifulawards.com/showcase/1668-it-costs-an-arm-and-a-leg-workers-compensation
http://www.informationisbeautifulawards.com/showcase/1617-making-it-to-mars
http://www.informationisbeautifulawards.com/showcase/1221-gooey-sankey
http://www.informationisbeautifulawards.com/showcase/854-pantheon
http://blogs.sas.com/content/sascom/2014/08/19/path-analysis-with-sas-visual-analytics/
https://www.kaushik.net/avinash/path-analysis-a-good-use-of-time/
I thought this meet up
was about free beer?
Benjamin where is the
beer?
