Understanding User Flowsvia Sankey Charts

About me

Tetyana Sydorenko

Web Analyst at MYTOYS GmbHWord Cloud based on endorsements in my LinkedIn profilehttps://de.linkedin.com/in/tetyanasydorenko/de

5% convert, 30% bounce, 65% ?

Visualise Paths

• 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

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?

General View on your Traffic via Sankey Chart

Getting Real > User Flows based on pages / page

types

User Flows based on pages / page types

DON’T

PANIC!

I will prove it to

you!

Segment Channel and Entry Page

Channel:

Facebook

Channel:

SEA

Add Buyer

Channel:

Facebook

Buyer

Channel:

Facebook

NonBuyer

Add Device Type

Channel: Direct

Non Buyer

Non Mobile

Channel: Direct

Non Buyer

Mobile

Further Analysis Ideas

• Flows for New vs. Returning Visitors

• Flows for Channels in the Customer

Journey

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

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

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/

I thought this meet up

was about free beer?

Benjamin where is the

beer?