A user flow diagram shows the path from entry to goal, including the decisions and screens along the way. It helps teams spot unnecessary steps, dead ends and places where people are likely to drop out.
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Building one
- Pick one goal, such as starting a free trial
- List each entry point, such as search, ads and email
- Map every screen and decision to the goal
- Mark where analytics shows people leave
Use it
Compare the flow you designed with what funnel data and recordings show. The difference is where your best improvements usually sit.
Common mistakes
Mapping only the ideal path
Include errors, backtracking and alternative entries.
Frequently Asked Questions
A funnel measures steps in order. A user flow also shows branches and choices.
Keep reading
- Funnel analysis: Funnel analysis measures how many users move through each step of a defined sequence, such as visit, pricing, sign-up, and where they drop off.
- Signup Flow: A signup flow is the sequence of screens a new user goes through to create an account, from the first click to their first view of the product.
- Onboarding Flow: An onboarding flow is the guided set of steps that helps a new user set up a product and reach its first real value as quickly as possible.
- Friction: Friction is anything that slows a visitor down or makes an action harder than it needs to be, such as extra form fields, unclear steps or slow pages.
- A/B Testing: A/B testing compares two versions of a page or element by randomly splitting visitors between them and measuring which performs better on a chosen goal.
- Call to Action: A call to action is the prompt, usually a button or link, that tells a visitor what to do next, such as start a trial, book a demo or read more.
- Color Contrast: Color contrast is the difference in luminance between text or controls and their background, measured as a ratio that WCAG sets minimums for.
- Conversion Rate Optimization: Conversion rate optimization is the practice of raising the share of visitors who take a chosen action, using research, page changes and controlled tests.
