Behavioral Analytics 101: Optimizing User Flow

Written by Indicative Team


Welcome to Part 3 of Indicative’s Behavioral Analytics 101 series, where we show you how to analyze your customer journey using Indicative. You will learn to:

✔ Understand how frequently users are returning to your site or product
✔ Flag issues in your customer journey to quickly mitigate negative effects
✔ Optimize your customer journey by analyzing A/B test results
✔ Measure the impact of a specific step in your customer journey
✔ Master Dashboard tips and tricks

Today’s Goal

Optimize user flow through A/B analysis.

What is User Flow?

User flow is the path a user takes on your site or app to complete the targeted task (e.g. sign-up, purchase, share, etc.)

Business Question

Which of my email test variants resulted in a higher conversion rate to “Subscribe”?


Conversion rates across email test variants

Indicative Tool



Behavioral Analytics 101: Optimizing User Flow

Optimizing user flow using the funnel tool in a behavioral analytics product

1. In the Funnel tool, drag in 3-6 steps that are part of the product flow you want to analyze. Let’s take our series of steps from last time — a paid subscriber conversion flow for an e-commerce business. Our events are: Email ClickedSite VisitCreate Profile, and Subscribe.

2. Layer on the event property AB Test by dragging it into the query builder. In the query builder, drop it over the by, or directly into the chart.

A/B testing using the funnel tool in a behavioral analytics platform

3. You will see each funnel step broken into all of the test variant groups. In this case, we have groups A and Bwhere group A had a higher conversion rate. Click on each slice of the funnel steps to see what percentage of each variant converted, or view this in the table on the bottom of the screen.

Next up: Measuring the impact of specific steps in your customer journey.

As always, check out our Knowledge Base if you have any questions.