It seems that this is easy to understand from the expression. In fact, it is the analysis of the flow of users between different pages, different modules, and different operation events in the station or app. Through path analysis, we can well discover executive list the flow characteristics of users, and find out which links and pages users churn from, or have obstacles, so as to optimize products and improve performance in a targeted manner. For example, we found that many users did not pay after the add-on purchase. We can analyze the path to see where the user executive list went and what happened after the add-on purchase. In this way, it is possible to find the reason for the low payout rate. 2. Differences from funnel analysis Since I shared "Funnel Analysis" before, what is the difference between path analysis and funnel analysis?
Path Analysis: How to visualize the user's website behavior trajectories? The left side of the above figure is a funnel analysis, and the right side is a typical path analysis. Do you see the difference? Yes, funnel analysis solidifies the specific analysis executive list process or business links, and then analyzes the transformation of these major business links; while path analysis solidifies the user's path sequence, in each path sequence, it contains various executive list The main business links, so at each step, the business links that appear are likely to be similar. All in all, funnel analysis focuses on the retention relationship between business links, while path analysis focuses on the order and churn relationship of users in different business links. In theory, funnel analysis can be viewed as an overview of path analysis.
Visual presentation of path analysis In the user's path analysis, the more common visualization is the Sankey diagram. Here are a executive list few words about Sankey diagrams. In fact, it is famous for the "Energy Efficiency Diagram of Steam Engines" drawn by Matthew Henry Phineas Riall Sankey in 1898, after which it was named "Sankey Diagram". Sankey diagrams are mainly used to show flow direction and quantity. The biggest feature is that executive list the beginning and the end are total conservation. For example, the following example is a Sankey diagram: Path Analysis: How to visualize the user's website behavior trajectories? From this picture, we can clearly see where all the users come from, and where they go after going through the step-by-step links.