Analytics 10 Help, October 2013
This report is a visual overview of how many visitors successfully navigate a path that you defined. By understanding where visitors fell out of the process you set out for them, you can make changes to your site's pages and improve your conversion rate.
You define scenarios and the order of their steps in Analytics 9.
Scenario Analysis Report
1 - The currently selected step, based on your cursor location.
The corresponding numbers include the number of visits that entered and exited the scenario at this step and the total number visits (conversions) from the previous step.
2 - The rate of conversion for the entire scenario.
This rate is calculated by dividing the number of visits to the final step by the total scenario entries on all steps. In this example, 2,303 visits to the final step is divided by the total of scenario entries (41,283) for a conversion rate of 5.58%. (Click the image to view the entire scenario and corresponding bar chart.)
3 - The rate of conversion between two steps.
This rate is calculated by dividing the number of conversions from one step to the next (shown in green) by the total number of visits on the prior step. In this example, 3,032 conversions to the third step are divided by 19,046 total visits to the second step for a step conversion rate of 15.92%
4 - Other visits.
The number of visits (shown in blue) to the step that entered from somewhere other than the prior step. In this example, the 567 other visits to step 2 include visits from pages outside the scenario and any visits from steps 3 and 4. Visits from step one are not included; they are listed as conversions, above.
Use the bar chart view to compare scenario entries and exits for all steps. For example, if you see a disproportionate number of exits for a step, you can examine its related web page for links that have possibly detoured visitors out of the scenario.
The heat map view compares scenario entries and exits for all steps using color shading to represent the values from highest (black) to lowest (white). If the entries cell for the first step and the exits cell for the last step are both black, it could mean that people are entering and exiting the scenario where you want them to; at the beginning and the end.