Robert is the marketer for LuckyGuess.com, an online trivia gaming site. Revenue from the site is down. The VP of sales wants the problem fixed soon. Robert suspects the site isn’t as user-friendly as it could be. Google Analytics shows that exit rates are high. Robert would like to better understand how users move through the website. Which category of Google Analytics reports can give Robert that information?
- Attribution reports
- Model comparison reports
- Flow visualization reports
- Audience reports
Explanation:
The correct answer is Flow visualization reports. Flow visualization reports in Google Analytics provide Robert with valuable insights into how users navigate through LuckyGuess.com. These reports visually represent the path that users take from one page to another, showing the sequence and interactions that lead to conversions or exits. By analyzing flow visualization reports, Robert can identify common drop-off points where users exit the site, helping him pinpoint potential usability issues or barriers that prevent users from completing desired actions, such as making a purchase or engaging with the trivia games. This category of reports allows Robert to understand the user journey more comprehensively, revealing trends in navigation behavior and areas of the website that may need optimization to improve user experience and reduce exit rates. Armed with these insights, Robert can make informed decisions about site improvements, usability enhancements, and content adjustments that align with improving user engagement and ultimately increasing revenue for LuckyGuess.com. Therefore, flow visualization reports in Google Analytics are the appropriate tool for Robert to use in his efforts to better understand user movement and behavior on the website, addressing the VP of sales’ concerns and working towards improving site usability and performance.
Flow reports in Google Analytics are great for visualizing users’ paths through your website, including particular elements such as Events or Goals. If you want to analyze your content, how specific pages perform, these reports will help you find any unexpected page exits.
There are multiple types of flow reports:
- Goal flow report
- Behavior flow
- Users flow
- Events flow
- Funnel visualization
A funnel visualization report is usually the first step in analyzing your website content. If you find many exits in a particular Goal step, you can investigate further with Goal flow reports.