User-flow reports
Learn to read user-flow reports to understand real navigation patterns—reveal unexpected baths that may diverge from the intended structure of your website.
What a user flow actually is
A user flow is a visual map of the sequence of pages visitors move through during the completion of a task. User flows can be used to plan and design website functionality, but in the case of website analytics will frequently refer to the actual paths visitors take across your website—which may differ from your planned flow.
Why user flows matter
Understanding the actual paths users take on your website will help you evaluate if visitors follow the intended navigation routes, or are traversing unexpected paths—and help you identify where and why these divergencies may occur.
Evaluating your user flows helps to surface unexpected entry points and common exit points across your website.
What to look for
Keep an eye out for common paths that seem to loop or backtrack—these may be a sign of confusion or indicate that visitors are searching for specific information, but not finding it where they expected.