Overview
Journey Analysis turns your traffic data into clear insights by showing actual paths users take through your website. It's especially useful for improving funnels, making content easier to find, and reducing bounce rates.
You'll be able to:
See the sequence of pages visitors go through
Spot the most common routes to conversions
Find where people get stuck, confused, or drop off
Notice unexpected navigation patterns
Instead of guessing how visitors move around your site, you can use real behavior data to improve navigation, content placement, and the overall user experience.
Accessing Journey Analysis
It's easy to access Journey Analysis in Heatmap.
Log in to your Heatmap.com account
Navigate to Journey Analysis from the side menu
Understanding the Journey Visualization
When looking at a journey map you'll start to see different paths users take when navigating on your website.
The journey map displays:
Starting points: Where users begin their journey on your site
Page node steps: Individual pages from multiple steps in the user path
Connection lines: Visual flows between pages, with thickness indicating traffic volume
Setting Up Your Analysis
Reviewing Journey Analysis reports in heatmap are simple.
Step 1: View Your Initial Data
When you first open Journey Analysis, you'll see all sessions displayed within the first step. This gives you an overview of your site's traffic and entry points.
Step 2: Set Your Date Range
Adjust the date range to review the specific timeframe you want to analyze:
Click the date picker in the top-right corner
Select from preset ranges or choose a custom date range
Step 3: Apply Filters
Apply specific filters to ensure you're reviewing the right user segment. You can filter by device type, traffic source, geography, user type, or create custom segments based on user behavior.
Step 4: Expand Entry Pages to Explore
To start analyzing the data:
Look at the entry pages displayed in Step 1
Entry pages highlight the first page users visit when landing on your site
Click on any entry page you'd like to expand and dig further into
The most visited entry pages will appear at the top of the list
Step 5: Explore User Paths
Once you click into any entry page:
Additional pages will expand to the right, showing the next step users are taking
The thickness of connecting lines indicates how many users followed that path
Continue clicking on subsequent pages to explore deeper into the journey
Collapse any branch by clicking the arrow icon to simplify your view
As you interact with the nodes, you'll start to identify the common paths users are taking through your site.
Common Journey Patterns to Look For
The Expected Path
Users follow your intended navigation flow (for example: Homepage → Product → Cart → Checkout)
Action: Reinforce this path with clear CTAs and progressive disclosure
The Shortcut Path
Users skip expected intermediate steps
Action: Ensure shortcuts are available and intuitive. Consider adding quick access links.
The Loop
Users repeatedly visit the same pages
Action: May indicate confusion or missing information. Review page content and navigation clarity.
The Unexpected Discovery
Users find valuable pages through unconventional paths
Action: Consider promoting these pages more prominently or improving discoverability.
Best Practices
1. Start with Clear Questions
Before analyzing, define what you want to learn:
Where are users dropping off in my funnel?
How do users discover my key pages?
Are users finding what they need?
2. Review Different Time Periods
Look at journey changes over time:
Before/after website updates
Seasonal variations
Campaign impact
3. Combine with Other Data
Use journey analysis alongside:
Heatmaps: See what users click within pages
Session recordings: Watch individual user journeys
Conversion funnels: Quantify drop-off rates
4. Segment Your Analysis
Different user groups behave differently:
New vs. returning visitors
Mobile vs. desktop users
Traffic source segments
5. Focus on High-Impact Paths
Prioritize optimization for:
High-traffic paths with unexpected patterns
Paths leading to key conversions
Paths with high drop-off rates
Need Help?
If you have questions or need assistance:
Visit our Help Center
Contact support via the chat widget
Email us at support@heatmap.com