Understanding User Flows
- 1. Understanding User Flows via Sankey Charts
- 2. About me Tetyana Sydorenko Web Analyst at MYTOYS GmbH Word Cloud based on endorsements in my LinkedIn profile https://de.linkedin.com/in/tetyanasydorenko/de
- 3. 5% convert, 30% bounce, 65% ?
- 5. • 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
- 6. 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?
- 7. General View on your Traffic via Sankey Chart
- 8. Getting Real > User Flows based on pages / page types
- 9. User Flows based on pages / page types DON’T PANIC!
- 11. I will prove it to you!
- 12. Segment Channel and Entry Page Channel: Facebook Channel: SEA
- 14. Add Device Type Channel: Direct Non Buyer Non Mobile Channel: Direct Non Buyer Mobile
- 15. Further Analysis Ideas • Flows for New vs. Returning Visitors • Flows for Channels in the Customer Journey
- 16. 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
- 17. 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
- 18. 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/
- 19. I thought this meet up was about free beer? Benjamin where is the beer?