Go With The Flow (Diagram) – Gettin’ Sankey With It

If you are looking for a great way to visualize the way traffic is flowing through a website, try a Sankey diagram, which is a kind of flow diagram where the width of the flow arrows is shown proportionally to the flow quantity. It is a very quickly understood way of communicating what can be complex information.

Very Simple Sankey Diagram

Like many other people, I had my first taste of Sankey in Edward Tufte’s “The Visual Display of Quantitative Information”, which featured a diagram by Charles Joseph Minard that illustrated Napoleon’s disastrous march to (and from) Moscow. Arrows on the map of Europe showed the Napoleon’s route, while the width of the arrows indicated the (disastrously shrinking) size of his Army.

If you want to try this technique out on your website, read more about Google Analytics’ flow visualization here. It is a dynamic, Sankey-like diagram that you can navigate to get an intuitive visual grasp of how traffic is moving through a site.

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