Many of you have shared with us difficulties you've experienced when using  
traditional path analysis tools. For instance, many of these tools don't  
sensibly group related visitor paths and pages, and segmentation analysis  
can be difficult. You're looking for better ways to visualize and quickly  
find those insights about how visitors flow through your sites.

The Google Analytics team has been listening and is working hard to meet  
your needs. Our design team chose not to build individual “path analysis,”  
which can quickly become complicated. Instead, they took inspiration from a  
wide range of sources to reimagine approaches for visualizing visitor flow.  
Our goal is to help marketers and analysts better optimize their visitor  
experience by presenting the ways that visitors flow through their sites in  
an intuitive and useful way.

This morning at Web 2.0 Summit, Susan Wojcicki & I unveiled the release of  
“Flow Visualization” in Google Analytics, a tool that allows you to analyze  
site insights graphically, and instantly understand how visitors flow  
across pages on your site. Starting this week, “Visitors Flow” and “Goal  
Flow” will be rolling out to all accounts. Other types of visualizers will  
be coming to Google Analytics in the coming few months, but in the  
meantime, here's what you can expect from this initial release.

Visitors Flow

The Visitors Flow view 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. You'll find this  
visualizer on the left hand navigation menu, where you'll see a new  
“Visitors Flow” link under the Visitors section.

Nodes are automatically clustered according to an intelligence algorithm  
that groups together the most likely visitor flow through a site.

You'll also notice that we made the visualization highly interactive. You  
can interact with the graph to highlight different pathways, and to see  
information about specific nodes and connections. For example, if you want  
to dive deeper into your “specials” set of pages, you can hover over the  
node to see more at a glance.

This type of visualization allows you to answer important questions, such  
as “How successful is my new promo page?” In the example above, a marketer  
instantly gains the insight that there are 5.46K visits (based on the  
sources on the left hand side) and the majority of visits to the “specials”  
or promo page come from Google search.

To take this a step further, you can drill down into any node by “exploring  
the traffic” through the node. In this case, you can see how visitors  
coming specifically from Google search journeyed across your site.

We realize that you might want to specifically focus on a node, so we're  
providing data on all the visits that lead to that node, and not just the  
ones that come from the top sources in the Visitors Flow. You can also  
traverse the path forwards or backwards on this visualizer to gain more  
insight on how engaged the users are to your new promotion.

Goal Flow

Goal Flow provides a graphical representation for how visitors flow through  
your goal steps and where they dropped off. Because the goal steps are  
defined by the site owner, they should reflect the important steps and page  
groups of interest to the site. In this first iteration, we're supporting  
only URL goals, but we'll soon be adding events and possibly other goal  
types.

You can find the Goal Flow visualizer in the Conversions > Goals section of  
the “Standard Reporting Tab.” Goal Flow helps you understand:

The relative volume of visits to your site by the dimension you choose (eg  
traffic source, campaign, browser)
The rates at which visitors abandon different pathways
Where and how visitors navigate each of the steps that you defined
How the visitors interacted with your site, including backtracking to  
previous goal steps

You can also apply any advanced segments to a Flow Visualizer. In addition,  
for those who want to see how visitors arrive at a page (or pages) of  
interest, they can select that page (or pages) and visualize “backward”.  
Such “reverse paths” could help site owners identify suboptimal placement  
of content. Similarly, “forward” paths from a page (or pages) can be  
visualized to understand most visited pages or to see visitor flow leakages  
that a site owner might be unaware of.

Pages before and after the node of interest are automatically grouped based  
on the most common “visitor” flows, and we're building continued  
improvements to help group together sensible visitor paths and page nodes.

If you don't have goals or goal funnels already set up, don't worry. You  
can create a new goal or goal funnel from your profile settings and check  
it out right away - it works backwards on your historical data.

These two views are our first step in tackling flow visualization for  
visitors through a site, and we look forward to hearing your feedback as  
all users begin experiencing it in the coming weeks. We're excited to bring  
useful and beautiful tools like these to help you understand your site, so  
stayed tuned for more!

As always, we welcome your input on how we can make Flow Visualization  
truly useful for you, so let us know in the comments, or send us your  
thoughts.

Posted by Phil Mui, Google Analytics team

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Posted By vinoaj to Conversion Room - APAC at 10/19/2011 11:29:00 PM