Why User Path Analysis is Important: Google Analytics' New Flow Visualization

Google Analytics Flow Visualiztion: The Next Frontier in free web analytics

Well, this is a pleasant web analytics development.


Google Analytics recently introduced new features allowing users to view a more complete picture when it comes to website user experience.


Why is user path analysis important? 

Google is coloring in the picture of user experience

For one thing, it makes my job more interesting and less tedious, which is always fun. 


On a grander scale, Google is conceding that it is becoming more and more important to understand the entire user experience. As web analytics mature, so do its analysts. We are starting to dig deeper into each user's path once they reach the site. 


It is, put simply, no longer good enough to see what the best converting traffic source is, or which individual page leads to the most sales. We know there were other sources which led them to convert, or other pages that encouraged that next step forward. It is now about understanding all of the predominant paths that users follow when completing certain actions. Understanding these paths helps to color in the picture of each visiting segment, making it easier to bucket, target and optimize towards specific audience segments on the website.

We all win in the race to achieve full user experience modeling

So, first there was the announcement of the Google Multi-Channel Funnel, which aims to measure visitor sources beyond just the last-click, down to the original interaction that drove to that click and conversion.


(Side note: Multi-channel attribution modeling has been a hot-topic in analytics and online marketing for quite a while, and there are some solutions out there right now, but they are often expensive and require serious tagging mechanisms to work. Obviously, this does not lend itself to small and midsize businesses, who may not have the resources or buy-in to make such a drastic decision.)


Now comes user path flow visualization with Visitor Flow, which, "...provides a graphical representation of visitors’ flow through the site by traffic source (or any other dimensions) so you can see their journey, as well as where they dropped off" and Goal Flow which, "...provides a graphical representation for how visitors flow through your goal steps and where they dropped off."


Google Analytics, as it has always done, brings the new technology to the masses at minimal price of entry. 


This is important, because it opens new doors to analysis. It is important because it paints a clearer picture of your audience. It is important because it is a step forward in seeing the whole experience of each user.


By accomplishing all of these things, Google Analytics Flow Visualization will help your bottom line.


(...as long as you use it the right way. More on that later.)



Phil Decoteau is the Founder and President of Deco Dig, an Inbound Marketing Services Company based in Connecticut. Learn more at www.deco-dig.com.