A data analyst has been asked to produce a visualization that shows the flow of users through a website. Which of the following is used for visualizing this type of flow?

Question

Options

• AHeatmap
• BChoropleth
• CWord Cloud
• DPivot Table
• ESankey

• A
  8% (4)
• B
  2% (1)
• C
  2% (1)
• D
  4% (2)
• E
  85% (44)

Explanation

A Sankey diagram is specifically designed to show flow and proportional relationships between stages - making it ideal for visualizing user journeys through a website, where you track how traffic moves from page to page and where users drop off. A heatmap (A) shows intensity or density on a surface (e.g., where users click), not sequential flow. A choropleth (B) is a map that uses color to represent values across geographic regions. A word cloud (C) displays text frequency visually and has no flow or navigation context. A pivot table (D) is a tabular data summarization tool, not a visualization of movement.

Memory tip: Think of the word "Sankey" as containing "ank" - like a channel or pipe that liquid flows through. Sankey diagrams literally look like flowing ribbons, which mirrors how users flow through a site.

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