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.
Marketing
Leading Indicator
Behavior Flow is a visual path-based metric, not calculated with a strict formula but analyzed based on:
Start Page → Intermediate Pages → Exit PageYou evaluate performance by tracking:
Most common user paths
Points where users drop off
Loops or repeated visits to the same page
Tracks and visualizes user journeys on a site, helping identify where users engage, drop off, or convert.
Google Analytics (Behavior Flow report), GA4 (Path Exploration), Hotjar, Microsoft Clarity, Mixpanel, Matomo.
Analyzed weekly or monthly to evaluate changes in user navigation and optimize site flow.
Reduce drop-off rate after the product page by 25% in Q3 by improving CTA clarity and simplifying navigation.
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.
Ensure first-touch pages guide users clearly toward next steps or conversion paths.
Review high-exit pages and refine content, structure, or CTAs to retain visitors.
Make it easy for users to move through the site with intuitive structure and visible links.
Pair Behavior Flow data with visual tools to understand why users drop or click away.
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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