User Flow Analysis
User Flow analysis shows how visitors navigate through your website, revealing popular paths, entry points, and where users leave. Use this data to optimize your site structure and guide users to conversion.
Overview
The User Flow tab provides insights into visitor navigation patterns:
Entry Pages
Where visitors first land on your site
Exit Pages
Where visitors leave your site
Top Paths
Common navigation sequences
Page Transitions
How users move between pages
Entry Pages
Entry pages (landing pages) are the first pages visitors see. Understanding entry points helps you:
- Optimize first impressions
- Match content to traffic sources
- Improve SEO for high-traffic pages
- Design better landing page experiences
Key Metrics
| Metric | Description | Goal |
|---|---|---|
| Entries | Number of sessions starting here | Higher is better (more traffic) |
| Bounce Rate | % who left without viewing other pages | Lower is generally better |
| Avg. Duration | Time spent on the entry page | Depends on content type |
Exit Pages
Exit pages are the last pages visitors view before leaving. High exit rates can indicate:
- Natural endpoints - Thank you pages, download complete pages
- Problem areas - Confusing pages, dead ends
- Missing CTAs - Pages without clear next steps
Context Matters: A checkout confirmation page should have a high exit rate - that's success! A pricing page with high exits might need work.
Optimization Tips
Reduce Bounce Rate
- Ensure page load speed is fast
- Match content to visitor expectations (from ads, search)
- Add clear calls-to-action
- Improve mobile experience
Improve Navigation
- Simplify menu structure
- Add internal links within content
- Use breadcrumbs for deep pages
- Include related content suggestions
Guide to Conversion
- Remove unnecessary steps
- Add progress indicators for multi-step processes
- Place CTAs on high-traffic pages
- Test different page layouts
Pro Tip: Combine User Flow data with Heatmaps to understand not just where users go, but what they interact with on each page.