Cart abandonment visualizations allow the owner of a website to deeply explore the blocks in the conversion funnel instead of a flat conversion rate. There are multiple elements within Google Analytics that will allow deep insights about their users’ conversions, but in this blog post we will explore which metrics and visualizations are optimal for understanding the user goal flow, that are simple to implement.
The Social Visitors Flow report in Google Analytics, located under Standard Reporting > Traffic Sources > Social > Social Visitors Flow, allows users to obtain a deeper understanding of their website visitors who arrived through social sources. You can assign a date range, compare a date range to the past, select a segment, or increase or decrease the number of connections between steps in the flow. The more connections, the longer the social flow report will take to load, but the more information you can see visually.
If you click on one of the boxes or nodes in the flow, three options appear. The first option, “highlight traffic through here,” allows you to highlight all traffic that originated from a specific social source or passes through a specific page (depending on which node you click on and select it from) and grey-out all other nodes and pathways.
The following is an example of a highlighted path of traffic that originated from the social source: Blogger.
The other two options, “View only this segment” and “Group details,” allow you to further customize the social flow visualization report to see the data that is most helpful to you. The first will delete all nodes not related to the selected node (a cleaner view than the highlight/graying solution under “Highlight traffic through here”) and the second brings up an option box where you can view the data (displayed visually in the flow) in table form.
Our previous blog post, entitled Google Analytics Flow Visualization Date Range Comparison, covered the addition of the “Compare to Past” date range feature in the Flow Visualization Visitors Flow report. This feature is available in all three Flow Visualization reports: Visitors Flow, Goal Flow, and Events Flow.
The Visitors Flow report, located under Standard Reporting > Audience > Visitors Flow, allows Google Analytics users to better understand visitor behavior.
The Goal Flow report, located under Standard Reporting > Conversions > Goals > Goal Flow, allows Google Analytics users to visually see the paths taken by those visitors who complete goals, including non-URL goals such as engagement goals like Time on Site or Pages Visited. For this Flow Visualization report, make sure to select the goal you wish to view from the first drop down menu. In the following example, we are viewing Newsletter Sign-Ups.
The Events Flow report, located under Standard Reporting > Content > Events > Events Flow, allows Google Analytics users to better understand visitor behavior in relation to the Events set up onsite. Users have the ability to segment the data and to display Event information as Category, Category / Action, or Category / Action / Label.
The three Flow Visualization reports are a great feature of Google Analytics that allows users to dive deeper into the relationships of different pieces of data about a website. If you have questions about any of these three reports, please contact MoreVisiblity or sign-up for a free Google Analytics Consultation.
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