Behavior Flow

Discover how Behavior Flow helps businesses visualize the paths users take through a website. Learn how to analyze and optimize flow to improve engagement, reduce bounce rates, and increase conversions.

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KPI Details for Behavior Flow

Category

Marketing
Type

Leading Indicator
Calculation

Behavior Flow is a visual path-based metric, not calculated with a strict formula but analyzed based on:

  • Start Page → Intermediate Pages → Exit Page
    You evaluate performance by tracking:

  • Most common user paths

  • Points where users drop off

  • Loops or repeated visits to the same page
Measure

Tracks and visualizes user journeys on a site, helping identify where users engage, drop off, or convert.
Data Sources:

Google Analytics (Behavior Flow report), GA4 (Path Exploration), Hotjar, Microsoft Clarity, Mixpanel, Matomo.
Frequency

Analyzed weekly or monthly to evaluate changes in user navigation and optimize site flow.

Example target

Reduce drop-off rate after the product page by 25% in Q3 by improving CTA clarity and simplifying navigation.

Example Reports Use Case

A UX Designer uses Behavior Flow to understand where users are exiting the site before completing a goal. If many users leave after visiting the pricing page, they may revise the layout or test new messaging.

KPI Example

Best Practices for Behavior Flow

  • Optimize Top Landing Pages

    Ensure first-touch pages guide users clearly toward next steps or conversion paths.

  • Identify & Improve Drop-Off Pages

    Review high-exit pages and refine content, structure, or CTAs to retain visitors.

  • Streamline Navigation Menus

    Make it easy for users to move through the site with intuitive structure and visible links.

  • Use Heatmaps & Session Recordings for Deeper Insight

    Pair Behavior Flow data with visual tools to understand why users drop or click away.

What is Behavior Flow

Behavior Flow is a visualization tool, originally part of Google Analytics, that maps the paths users take through a website during their sessions. It shows how visitors move from one page or event to another, helping businesses understand user behavior, identify top-performing content, detect friction points where users drop off, and uncover optimal conversion paths. By analyzing Behavior Flow, teams can intuitively assess engagement patterns and optimize user journeys to improve overall website performance and conversion rates. While highly effective for websites, traditional Behavior Flow reporting was limited in its ability to track detailed user actions within SaaS applications.

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