What is User Flow?
TL;DR
Visualization of the paths visitors take through your website, which pages they visit in sequence and where journeys end. User flow diagrams in Google Analytics 4 show how traffic moves from landing pages through your site. This reveals natural navigation patterns and unexpected detours. Do visitors go from service pages to contact, or do they exit? Do product browsers find related products? User flow uncovers User Experience issues, if many visitors go from your pricing page back to home rather than to contact, the pricing page might be creating friction. Use flow analysis to optimize critical paths: the route from awareness to conversion should be clear and compelling. Remove obstacles, add nudges, and ensure the most important pages are easy to reach from common entry points.
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Frequently Asked Questions About User Flow
What does user flow analysis reveal?
How visitors actually navigate your site, which pages they visit in sequence, common paths to conversion, and where journeys end. Often reveals surprising patterns: visitors might take unexpected routes or hit dead ends you didn't anticipate.
How is user flow different from funnel analysis?
Funnels track specific pre-defined steps (cart → checkout → purchase). User flow shows all paths visitors take, revealing unexpected navigation patterns. Use funnels for known conversion paths; use flows to discover how people actually move.
What user flow patterns indicate problems?
High exit rates from key pages (pricing, services). Lots of backtracking (pricing → home instead of pricing → contact). Visitors missing important pages entirely. If most users leave after page 1, your site isn't compelling enough to explore.
How do I improve user flow?
Clear navigation, obvious CTAs, logical page connections. If visitors should go from services → contact, make that path obvious. Remove dead ends. Add internal links. Test whether the intended path matches actual behavior.
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